A new report reveals a major shift in Australian travel habits, with live music and festivals becoming powerful drivers of domestic tourism. The 2025 Changing Traveller Report by SiteMinder shows that 65% of Australians intend to travel more for events next year. This trend, led by younger generations, is not just filling venues but also boosting local economies by stimulating flights, hotel bookings, and spending in host cities across the country.
Young Generations are Leading the Charge in Event Travel
The enthusiasm for combining travel with live events is most pronounced among Australia’s youth. The report highlights a clear generational divide, with younger demographics making event-based travel a top priority. While family reunions still hold the top spot for travel reasons at 31%, concerts and festivals are a close second at 26%, out-pacing weddings and sports events.
This surge is overwhelmingly powered by Gen Z and Millennials. The data shows that 83% of Gen Z and 77% of Millennials are embracing travel for events. This excitement tapers off with older generations, demonstrating a significant shift in how younger people choose to spend their travel budgets.
This commitment is also reflected in their planning habits. A significant 60% of these event travellers book their accommodation within just one week of purchasing their event tickets, locking in their plans early.
| Generation (Age Range) | Percentage Embracing Event Travel |
| Gen Z (18-27) | 83% |
| Millennials (28-43) | 77% |
| Gen X (44-59) | 59% |
| Baby Boomers (60-78) | 37% |
| Radio Babies (79-96) | 25% |
The Economic Boom from Blockbuster Tours
The economic impact of major international artist tours is immense, creating a significant ripple effect that benefits entire cities. Recent tours by superstars like Coldplay and Taylor Swift have provided a clear picture of this phenomenon, turning concert dates into peak tourism periods.
The numbers speak for themselves, showing huge spikes in travel and hospitality sectors. Airlines, hotels, and local businesses all experience a massive uptick in revenue when a major tour comes to town.
- Coldplay’s Impact: During their shows, flight and hotel bookings to Melbourne rose by 8%, while Sydney saw a 36% surge. In Auckland, New Zealand, domestic flight bookings soared by 87% and hotel bookings jumped 125%.
- Taylor Swift’s “Swift-Effect”: Her tour made February Jetstar’s busiest month on record, with 30% more people flying into Melbourne and Sydney. In Melbourne, 90% of hotel rooms were booked, with the average visitor spending around $900 on tickets, travel, and dining.
Festivals as Major Tourism Magnets
It’s not just one-off concerts driving this trend. Long-running festivals have become reliable pillars of the tourism industry, consistently drawing large crowds from across the country and injecting millions into state economies.
These events have proven their value over decades, creating a loyal following that returns year after year. For example, Bluesfest in Byron Bay attracts nearly half of its audience from outside New South Wales. This consistent flow of visitors has contributed an astonishing $1.1 billion in tourism revenue to the state over the last ten years.
Similarly, the Tamworth Country Music Festival draws a third of its 300,000 attendees from outside NSW and has generated $50 million in tourism benefits. Governments are also taking notice, with Western Australia paying Coldplay $8 million to secure two exclusive shows in Perth, a move that resulted in a remarkable $43 million economic boost for the state.
What’s Driving the Trend? FOMO and Big Spending
For younger audiences, the motivation to travel for events goes beyond simply seeing an artist. The “fear of missing out,” or FOMO, is a powerful driver, with 54% of Gen Z citing it as a key reason for their travel plans. This desire to be part of a major cultural moment pushes them to prioritize these experiences.
This isn’t just a passing interest; it’s a significant financial commitment. Nearly 40% of Gen Z and Millennials are spending between $500 and over $5,000 on tickets and travel for a single event. Many are willing to dip into their savings or even take on extra jobs to fund these trips, highlighting the high value they place on live experiences.
