Data shows that music tourism will continue to influence traveller decision-making in years to come, significantly boosting local economies but driving up costs for tourists.
Data analytics company, Data Appeal, analysed the spending patterns of concertgoers to Coldplay’s performances in Rome, Adele’s concerts in Munich and the Rock in Rio festival in Rio de Janeiro to identify potential trends for 2024 music tourism.
This is recorded in the company’s How to Host Successful Concerts and Music Festivals Using Destination Data e-book.
The company found that in 2024, more than 10% of fans were willing to travel 800km or more to see their favourite artist live.
When analysing the spending of music tourists, the company found that fans travelling to see Coldplay in Rome used 54% of their spend on accommodation, as the price was driven up by high demand during the concert dates.
OTAs recorded a 50% increase in accommodation costs compared with the previous week in Rome and said saturation had exceeded 70%, indicating that the destination was effectively sold out.
While OTAs recorded a 110% increase in accommodation rates during Adele’s concert in Munich, accommodation accounted for only 22% of fans’ spend, with the same percentage for attendees at Rock in Rio.
For both concerts, the biggest spend was for food and beverages.
Researchers said concerts had been useful for destinations grappling with overtourism and looking to diversify seasonal patterns.
