The rise of concert tourism: How live music is shaping global travel trends

Tatler Asia

5 days ago

Live music is driving a new wave of tourism. Here, we look into how major music events and concerts such as Taylor Swift's The Eras Tour are starting travel trends
Concert tourism is booming, transforming live music from a cultural experience into a powerful driver of travel and economic growth. From Taylor Swift's record-breaking Eras Tour to Coldplay's multi-night spectacles, live concerts are no longer just events—they are catalysts that shake up everything from airline bookings to restaurant reservations.
Across Asia, cities like Singapore and Bangkok are becoming live music capitals, leveraging mega tours as a tourism strategy. This new wave of concert tourism is transforming the way we travel: fans fly in, spend big and leave with memories that last longer than the merchandise.
Read more: 6 futuristic music venues transforming the concert experience
Above Taylor Swift's The Eras Tour at the Singapore National Stadium ()
Singapore Tourism Board's director of leisure events, Guo Teyi highlights the significant economic impact of major concerts with international visitors typically making up 25 to 30 per cent of attendees. For example, Taylor Swift's The Eras Tour concert in Singapore back in 2024 saw over 300,000 tickets sold, with a significant number of fans travelling into Singapore from other countries.
While the Singapore Tourism Board does not track the economic impact of individual concerts, Guo notes that such live entertainment events generate positive returns for Singapore, with spillover benefits for retail, dining and other tourism-related industries.
The trend is reflected in traveller behaviour as well. According to Trip.com's Momentum 2025: Travel's Next Big Trends report, 66 per cent of travellers now plan trips around live events. Trip.com Singapore's general manager Edmund Ong observes: 'When international artists announce Singapore concert dates, we typically observe exceptionally strong booking patterns.' For one, Lady Gaga's latest concert in Singapore from May 18 to 24 saw hotel reservations spike 200 per cent.
Above Sabrina Carpenter opens for Taylor Swift ()
The impact of concert tourism is not limited to established destinations.
In January 24, 2025, Ed Sheeran kicked off the 2025 leg of his iconic Mathematics Tour in Bhutan's Changlimithang Stadium, marking the country's first-ever major international concert. Department of Tourism Bhutan's chief marketing officer Carissa Nimah shares how the concert was a 'milestone moment' which alined with the country's 50 years of tourism celebrations.
'Bringing Ed Sheeran to Bhutan was not just about hosting a superstar. It was a strategic step to diversify our tourism offerings and demonstrate our ability to stage world-class sustainable events,' she continues, highlighting how sustainability was built into every step of the planning process.
A defining moment for Bhutan, the concert allowed Bhutanese to see a world-class artist live. Internationally, the concert redefined perceptions of the country. 'We are not only a destination for hiking, monasteries and mountains. We're also a creative, connected society capable of staging events that leave a deep emotional impact,' Nimah explains.
Above Bhutan's Changlimithang Stadium ()
Above Ed Sheeran performs in Bhutan (Photo: Department of Tourism Bhutan)
Staging such a large-scale event in Bhutan came with unique challenges, from repurposing the Changlimithang Stadium to managing logistics for 23,000 attendees. Sheeran's team transported over 45 trucks of equipment and meticulous planning was required for infrastructure, security and crown management. Despite these hurdles, the concert's success showcased Bhutan's capacity for cultural innovation and high-value, low-impact tourism.
The ripple effects were felt across the country. 'We heard from young musicians who said it renewed their passion. From business owners who saw increased footfall. And from elders who, while unfamiliar with Ed's music, were moved by the way the event brought people together,' Nimah shares.
Above Ed Sheeran performs in Bhutan to 23,000 attendees (Photo: Department of Tourism Bhutan)
Ong notes that travellers are increasingly seeking immersive and meaningful experiences beyond attending main concert events, turning their concert trips into full vacation experiences. 'Rather than flying in just for the performance, fans typically extend their trips by several days to explore the destination,' he adds.
Beyond concerts, Ong shares how movies and TV series are increasingly shaping travel decisions. 'Following the premiere of The White Lotus Season Two, social media chatter about Thailand surged 60 per cent, driving increased interest in the destination,' Ong continues.
As concert tourism continues to surge, it's clear that live music is no longer just about the show. Rather, it's shaping travel and economies across Asia, with these cities benefiting far beyond the final encore.