Viagogo 2025 Report: UK Fans Are Exploring Global Destinations for Live Events, with Coldplay Leading the Travel Trend

Published on December 10, 2025

Viagogo’s “Year in Live Experiences” report for 2025 highlights how fans from the UK and around the world embraced live entertainment throughout the year, traveling further and making live events a year-round affair. As the live events sector continues to thrive, this year saw an increase in international travel for major global performances and sporting events, showcasing the growing connection between tourism and entertainment.

Coldplay Takes the Lead as the Most In-Demand Act

Coldplay, the British rock band, reigned as the most popular act of 2025, attracting massive audiences not only from the UK but globally. Their concerts were the most attended live events of the year, with fans traveling across continents to experience their performances on their home turf. Coldplay’s ability to draw international audiences solidified their position at the top of the live entertainment scene.

While nostalgia-fueled acts like Oasis followed closely behind, Coldplay’s global appeal was unmatched. Oasis fans, especially from the north of England, also demonstrated significant demand for their concerts, with their home crowd showing overwhelming support.

A Year-Round Entertainment Experience: Fans Breaking Free from the Summer Surge

Historically, live event ticket sales in the UK have peaked during the summer months, but 2025 marked a shift in this pattern. Viagogo’s report reveals a notable 10% increase in ticket sales during the off-peak months, suggesting that live events are now an all-year-round experience for many. This change indicates a growing trend where fans are seeking to engage with live entertainment throughout the year, rather than just during the traditional summer surge.

November and December in 2025 saw a 26% increase in ticket sales compared to the same period in 2024, indicating that live events are becoming an essential part of the holiday season. The increase in ticket sales during these months points to a new consumer habit of purchasing live event tickets as holiday gifts or as part of end-of-year celebrations.

The Growing Global Trend of Traveling for Live Events

One of the standout trends from Viagogo’s report is the significant rise in UK fans attending international live events. With a 27% increase in the number of UK fans purchasing tickets for events abroad, it’s clear that live entertainment is no longer confined to local venues. Fans are now willing to travel across the globe to witness their favorite artists and sporting events in person.

Oasis fans, in particular, were ready to travel thousands of miles to catch the band’s performances in far-flung cities such as Buenos Aires, East Rutherford, Pasadena, and Sydney. However, it wasn’t just music that drove UK fans to travel. The 2025 sporting calendar played a pivotal role, with events like the rugby, cricket, and NFL games seeing high demand for tickets from UK fans.

Top Travel Destinations for UK Fans in 2025

The report outlines the top countries where UK fans traveled to for live events in 2025:

• Australia: Australia emerged as the most visited destination for UK fans, particularly due to the Ashes cricket series. The Melbourne Test became the most attended sporting event of the year, attracting thousands of UK fans.
• Italy: Italian cities, particularly Rome, became popular hotspots for UK fans attending live sports events, such as rugby matches.
• Spain: Spain, with its vibrant sports and music scene, saw significant UK fan traffic, especially to events in Madrid and Barcelona.
• USA: The United States remained a key destination for UK fans, with major concerts and sporting events taking place throughout the year.
• France: France continued to be a favorite destination, drawing fans to various live events, including tennis, music concerts, and other cultural experiences.

These top destinations reveal a diverse range of interests, from sports like cricket and rugby to iconic music performances, highlighting the global appeal of live entertainment. As UK fans continue to explore the world for cultural events, countries with established live entertainment infrastructure stand to gain from increased tourism.

Major European Cities Lead the Way for Live Events

While UK fans were traveling internationally, several European cities also attracted substantial numbers of visitors for live events. London stood out as the most popular city for live events, with fans from 164 countries attending concerts, festivals, and iconic events like Wimbledon. This underlines London’s status as Europe’s top destination for cultural and entertainment tourism.

Madrid and Barcelona ranked second and third, respectively, as top cities for live event tourism. Their vibrant cultural scenes, along with their hosting of major sporting and music events, contributed to their popularity among international fans. Munich, Germany, and Amsterdam, Netherlands, also made the top five cities, further cementing their positions as cultural hubs in Europe.

The Most Visited European Cities for Live Events in 2025

• London, UK
• Madrid, Spain
• Barcelona, Spain
• Munich, Germany
• Amsterdam, Netherlands

These cities have firmly established themselves as key live event destinations, fueling tourism and economic activity. The data emphasizes the significant impact that live events have on local economies, as they generate tourism revenue and help promote the cities as global cultural centers.

Looking Ahead to 2026: Anticipation for Major Tours and Sporting Events

The 2026 outlook for live events promises to be just as exciting, with early indicators showing high fan demand for world tours and major sporting events. Bon Jovi, Luke Combs, and Bad Bunny are already generating buzz, with UK fans eagerly planning to attend their concerts. Nostalgia remains a powerful force, with tours from Metallica and My Chemical Romance likely to be among the most anticipated shows.

On the sports front, rugby fans are already looking forward to the Italy vs. England Six Nations match, expected to be one of the year’s most in-demand events. The Ashes cricket series will continue to draw massive crowds, with fans from around the world planning their travels well in advance.

Conclusion: The Future of Global Live Entertainment Tourism

Viagogo’s 2025 “Year in Live Experiences” report underscores the growing trend of global live entertainment tourism, where fans are traveling farther and making live events a part of their year-round experiences. As the demand for live events continues to soar, both artists and destinations stand to benefit from this expanding trend. The economic impact of live events is significant, with tourism, local businesses, and cultural exchange all thriving as a result of this global appetite for entertainment.

Looking ahead to 2026, the future of live entertainment tourism appears vibrant. Fans are planning earlier, traveling further, and engaging with live events like never before. The upcoming years promise to bring even more exciting opportunities for global tourism, as fans continue to seek out unforgettable live experiences around the world.