In recent years, event tourism has emerged as a significant trend, redefining how people plan their travel itineraries. According to Google Travel Trends 2024, travelling abroad for special events such as sports, music concerts, and shopping festivals is gaining immense popularity. This trend sees travellers seeking more than just the experience of a destination; they are combining their trips with unique events to make their travels more meaningful and memorable. This article delves into the nuances of this trend, with a particular focus on Indian travellers who are increasingly investing in overseas trips to partake in these experiences.
The Growing Popularity of Event Tourism
Event tourism has seen a steady rise, driven by the desire to experience events that offer a blend of culture, entertainment, and excitement. Major events like Oktoberfest in Munich, Japan’s sakura (cherry blossom) season, and La Tomatina in Spain are attracting global tourists. These events provide a unique cultural immersion that traditional sightseeing often lacks.
Sports Events as Major Travel Drivers
One of the most significant aspects of event tourism is the sports tourism segment. International sporting events such as the Olympics, FIFA World Cup, and UEFA European Championship draw massive crowds from across the globe. Indian travellers, in particular, are showing a growing interest in these events. The Booking.com travel trends report indicates that 23% of Indian travellers consider sporting events like the Olympics and Formula 1 when choosing their travel destinations.
Music Festivals and Concerts: A Melodic Escape
Music enthusiasts are another group significantly contributing to the rise of event tourism. Iconic music festivals such as Tomorrowland in Belgium and concerts by global superstars like Coldplay and Taylor Swift are key attractions. These events offer a unique combination of live music, cultural exchange, and travel experiences. As per the Booking.com travel trends report, 33% of Indian travellers are keen to travel abroad to attend music festivals.
The Indian Traveller’s Splurge on Event Tourism
Rising Disposable Incomes and Travel
The surge in event tourism among Indians can be attributed to the rise of High Net Worth Individuals (HNIs) and increasing disposable incomes. Indian travellers are no longer satisfied with conventional travel experiences. Instead, they seek out opportunities that offer them a blend of luxury, adventure, and unique experiences. This shift is evident in the increasing number of Indians attending events like Wimbledon, the Olympics, music festivals, and international shopping extravaganzas.
Cultural Events: A Magnet for Tourists
Cultural events and festivals remain a significant draw for Indian tourists. Events like Oktoberfest, La Tomatina, and Sakura season in Japan offer immersive cultural experiences that are both enriching and exciting. These festivals provide a unique opportunity to engage with local traditions, food, and customs, making the travel experience more meaningful.
Insights from Industry Experts
“Hemant Mediratta, CEO, One Rep Global, a prominent firm specializing in luxury hospitality and tourism representation, highlights the increasing trend of sports and entertainment-focused outbound tourism. “As India’s outbound tourism continues to flourish, more travellers are seeking immersive experiences beyond traditional sightseeing. There’s a noticeable surge in demand for travel experiences centered around sports and entertainment with 33% of Indian travellers keen to travel to attend music festivals (Booking.com travel trends report) and 23% of them consider sporting events like the Olympics and Formula1 while choosing travel destination (Booking.com travel trends report). We observed this trend last year as well during the Mini football World Cup 2023 organised in Ras Al Khaimah. There was a significant increase in the travellers to the destination specifically for the event.”
He also elaborates on the expanding scope of this trend, pointing to the growing interest in international sporting events beyond Cricket,“Events such as the Olympics and UEFA European Championships are attracting travellers to destinations like Paris and Berlin and music enthusiasts are travelling overseas to attend concerts by global icons like Coldplay, Taylor Swift, and festivals like Tomorrowland in Belgium. Travellers are amalgamating their usual itinerary with travel for sports and entertainment. For instance, visitors to Paris during the Olympics can shop at iconic locales like Galeries Lafayette Hausmann Paris, enriching their experience beyond the sport. Similarly, fans visiting Amsterdam for a Taylor Swift concert or Tomorrowland, can enhance their stay at luxurious accommodations such as De L’Europe, Amsterdam and Botanic Sanctuary, respectively.”
Combining Travel with Events: A Holistic Experience
Travellers today are looking for comprehensive travel experiences that go beyond just attending events. For instance, visitors to Paris during the Olympics can also indulge in shopping at iconic locales like Galeries Lafayette Hausmann Paris, blending sports with luxury shopping. Similarly, fans visiting Amsterdam for a Taylor Swift concert or Tomorrowland can enhance their stay by choosing luxurious accommodations such as De L’Europe, Amsterdam and Botanic Sanctuary.
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