New Research Reveals The Growing Trend Of Travel For Live Sports And Music

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New research titled “The Value of Sports and Music Tourism,” published by Collinson International, the owners and operators of Priority Pass, reveals the extent to which people are willing to travel and spend to experience their favorite sports teams or music artists in person. With a significant summer of sports and major music events approaching, the study found that among those who travel to events by plane, over four-fifths (83%) have traveled for sports and 71% for music in the past three years or plan to do so in the coming 12 months. Among these travelers, more than half (56%) travel more than once a year, with 22% attending three or more events annually. Similarly, sports and music fans in India are participating, with 84% traveling for sports and over half for music. Of these, 63% travel more than once a year, with 29% attending three or more events annually.

Fuelling Wanderlust

Cricket, one of India’s most popular sports, motivates 83% of Indian fans to travel to watch and support their favorite teams. Football (soccer) is the second most popular sport for travel among Indians, with 49% of fans willing to journey, followed by fans of the Olympics (27%), basketball, and tennis (both at 24%). Globally, major music events such as Rock in Rio, Coachella, and Tomorrowland attract the most fans, with Taylor Swift, Travis Scott, Vasco Rossi, and Ed Sheeran being among the most popular artists.

For Indian travelers, Dubai emerges as the top destination for sporting and music events (52%), followed by London (35%), Sydney (33%), New York (32%), and Paris (23%). These events spark wanderlust, drawing travelers to various parts of the world. A remarkable 96% of Indians have traveled to a new city or country for a sports or music event, providing an opportunity to experience diverse cultures while enjoying their passions.

Most Indian sports (87%) and music (85%) fans prefer to arrive at their destination one to three days before an event and stay one to three days afterward (89% of sports fans and 85% of music fans). This not only offers travelers new experiences and memories but also creates significant economic growth opportunities for local businesses in these destinations.

Elevating the Journey

Over two-thirds (68%) of event travelers from India utilize airport experiences, such as visiting airport lounges, gaming lounges, sleep pods, and spas. The primary reasons for visiting an airport lounge are to relax and unwind before or after watching their favorite team or artist (54% for both sports and music fans), and to enjoy the food and drink options available (56% for sports and music fans).

Interestingly, global travelers attending basketball events (48%), Formula 1 races (45%), and the Olympics (44%) are more likely to use airport lounges, and these fans also tend to spend more on their trips.

Hey Big Spender

When traveling to see their favorite team or artist, the journey itself is a significant part of the experience. Sports fans are particularly generous spenders, with 55% of Indian travelers spending over US$500 per person, per trip. Globally, the 25-34 age group spends the most, with a third (33%) spending over US$1,000 on sports and 31% on music events. Additionally, nearly half (44%) of event attendees typically spend US$100 at the airport.

“Whether it’s being in the crowd for the big game or watching your favourite artist at a festival, you can’t
beat live events – especially when they’re combined with travelling the world. More than ever, people are
travelling domestically and internationally for sports and music and this year marks a special occasion,
with a huge summer of major events taking place globally” says Christopher Evans, CEO of Collinson
International, owner and operator of Priority Pass. “Our latest global research report reveals that not
only are people travelling far and wide for sports and music events, but they also want to enhance their
travel experiences to make these trips even more memorable. Priority Pass offers seamless, premium
airport experiences that elevate every journey. With airport lounges and travel experiences in over 700
airports across 145 countries, there’s an abundance of choice for wherever the summer takes you.”

“As India celebrates its win at the recent 2024 ICC Men’s T20 World Cup, one thing became clear: the
passionate fanbase is willing to go to great lengths to be part of the journey. This enthusiasm isn’t limited
to sports; it also extends to international music events”, says Sumit Prakash, Country Director, India
and South Asia, Collinson International. “As travellers in India continue to embrace these experiences
globally, we strive to continue elevating every journey into something special with our expansive network
of airport lounges and travel experiences in India and in the world through both Priority Pass Access India
and Priority Pass.”