Music tourism is an emerging practice that goes beyond simply attending a concert, as many people travel from their hometowns to see their favorite artists. This activity not only offers the opportunity to enjoy a great performance but also to explore iconic places and meet interesting people from the region where the musicians perform.
A report by Collinson International, titled The Value of Sports and Music Tourism, reveals that music tourism is a growing industry. With global tours by iconic bands like Oasis and Coldplay planned for the coming years, music tourism is expected to reach a value of 369 billion pesos. This type of tourism involves traveling to another country or location to witness a concert by a singer or band and benefits countries like Mexico that receive a significant influx of visitors thanks to cultural events.
The report also highlights that the demand for music tourism is rising, providing opportunities for brands looking to capitalize on this momentum. Fans seek to make these trips a special experience, and brands can enhance their loyalty programs by offering benefits related to music events, such as specialized travel packages, exclusive access for elite members, and collaborations with local businesses.
In Mexico, music tourism is on the rise, and the report from Collinson International reveals that Mexican fans spend an average of 17,400 pesos per trip. Music lovers in Mexico are the highest spenders at the airport globally, and many travel to music or sports events with their partners to enjoy shared experiences.
Data shows that nearly 42% of music fans travel internationally to see their favorite artist, and the younger generation is the one investing the most in these types of trips. Additionally, most music travelers prefer to arrive one to three days before the event and stay one to three days after, seeking to maximize their experience and create unique memories. These trends provide brands with the opportunity to develop attractive loyalty proposals to capture and retain music fans.
