From Concerts to Sporting Events: Why Americans Are Traveling for Live Experiences Like Never Before? Here Are The Facts

Published on July 8, 2025

Now on the docket is 2025, and the trend of travel based on events doesn’t show any sign of slowing. On the heels of a 2024 filled with entertainment that saw event after record-shattering event—Taylor Swift’s Eras Tour and other high-profile events—Americans are eager to continue hitting the roads and skies for live experiences that resonate with their fanhoods. In a recently conducted Allianz Partners USA report, 63 percent of Americans plan on experiencing at least a ticketed event this year, a good omen that entertainment-based travel is here to stay.

These experiences are more than a good time for these visitors. These are an opportunity to have a never-forgotten experience, either a pop concert, a game, or a pop culture experience. And this trend doesn’t stop at major event enthusiasts; this is part of a larger cultural shift. Younger adults have started to prioritize experiences and not material possessions, and these kinds of experiences have become a key component of their travel plan.

The Rising Popularity of Event-Driven Travel: The Impact on Younger Generations

The Vacation Confidence Index from Allianz Partners USA revealed that 43 percent of Americans are planning to attend a sporting event, while 29 percent are eager to travel specifically for a major pop culture event—a significant increase from 2024. Younger generations, especially those aged 18-34, are driving much of this demand. According to the same study, 40 percent of travelers in this age group plan to attend an event outside of their hometowns in 2025. In contrast, only 9 percent of travelers aged 55 and older expressed the same intention.

This growing desire to travel for events reflects a larger shift in how younger people view travel. For many, the opportunity to attend live events has become an essential part of their vacation experience. As Emily Hartman, General Manager at Allianz Partners USA, notes, “As travelers look to get more out of every trip, we’re seeing more journeys tied to live experiences that matter.” Whether it’s a bucket-list concert, an iconic sports match, or a highly anticipated festival, these events have become a primary motivator for travel.

Global Travel Trends: How the U.S. Stands Out

A global poll conducted by EY found that 44 percent of travelers worldwide and 52 percent of American travelers are planning to travel to attend an event for fun this year. This trend is not limited to the U.S., but Americans lead the way when it comes to traveling for entertainment purposes. With increased interest in sporting events, concerts, and pop culture conventions, 2025 is poised to be a year defined by live experiences.

While this surge in event-driven travel benefits the tourism industry, it also has wider economic implications. Destinations hosting major events, such as New York, Los Angeles, and Las Vegas, stand to gain significantly as tourists flock to these cities. Additionally, hotels, transportation services, and local businesses in these areas can expect a boost in visitors, leading to increased revenue and a revitalized local economy.

Protecting Your Investment: Travel Insurance for Event-Driven Trips

With more Americans traveling for ticketed events, it’s important to consider the financial risks involved. Event tickets, especially for high-demand concerts and major sporting events, can be costly, and unforeseen circumstances can sometimes prevent travel plans from going as expected. To protect against these risks, Allianz Partners USA recommends travelers purchase travel protection plans like their Event Ticket Protector, which can reimburse up to 100 percent of non-refundable ticket costs for issues like illness or travel disruptions.

This type of coverage ensures that travelers can enjoy peace of mind when attending live events, knowing that if an unexpected situation arises, their financial investment will be protected. With events becoming a larger part of travel plans, more travelers are turning to these protections to safeguard their experiences and avoid losing money if they’re unable to attend.

Quick Tips for Event-Driven Travelers

If you’re planning to travel for a major event in 2025, here are some quick tips to make the most of your experience:

1. Book Early for Best Prices: Tickets for concerts, sporting events, and pop culture gatherings often sell out quickly. Early booking not only ensures you get a spot but can also help you secure the best prices.
2. Consider Travel Protection: Event Ticket Protectors can provide invaluable peace of mind for those traveling to high-profile events. Don’t leave your investment unprotected.
3. Plan for Accommodation and Transport Early: Hotels and transport options near major events tend to fill up fast. Plan ahead to avoid high prices and limited availability as the event date approaches.
4. Stay Flexible with Plans: While you may have set plans, sometimes events or unforeseen situations can change. Keep an open mind and be flexible to make the most of your trip, regardless of unexpected twists.
5. Engage with Local Culture: Traveling for an event is an excellent opportunity to explore new places. Don’t forget to take in the local culture, food, and attractions while you’re there.

The Bottom Line: Entertainment Travel is Here to Stay

The experience-based travel trend is changing the face of travel. More and more, experience is prized by young people over consumer goods, and experiencing things in life is a leading trip motivator for these people. From a concert to a major game, a pop culture convention, American trip decisions are becoming more experience-driven. For visitors, having a chance to indulge in their favorite fandoms and creating permanent memories is more within reach than once was possible.

This presents a huge opportunity for the travel industry, as tourist attractions and travel suppliers seek out this new revenue. Yet as event-based travel gains momentum, travelers have a personal stake in protecting their investments and making responsible travel plans. In seizing the event-based travel boom, visitors as well as the travel industry have much to anticipate in the years ahead.