Australians are increasingly hitting the road to attend concerts and festivals, turning these events into major tourism drawcards. The 2025 Changing Traveller Report by SiteMinder highlights this growing trend, revealing that 65% of Australians plan to travel more for events next year.
This surge is driven largely by Gen Z, with 83% of respondents in this group embracing event-based travel, while Millennials are close behind at 77%. These findings underscore how live music and festivals are shaping the travel landscape and boosting local economies.
Event Travel: A Growing Priority
According to the report, 26% of Australians are traveling for concerts or festivals, second only to family reunions (31%). Weddings (18%) and sports events (17%) trail behind.
Generational differences in travel behavior are stark. While younger groups prioritize event-based travel, the enthusiasm wanes with age:
- Gen Z (18-27): 83%
- Millennials (28-43): 77%
- Gen X (44-59): 59%
- Baby Boomers (60-78): 37%
- Radio Babies (79-96): 25%
Among event travelers, 60% book accommodations within a week of buying tickets, reflecting a commitment to planning and securing experiences.
The Rise of the “Everything Traveller”
A new type of traveler is emerging, blending traditional preferences with modern trends. Dubbed the “everything traveler,” this group combines a passion for live events with a focus on sustainability and premium experiences.
For instance, 78% of Gen Z respondents express a willingness to pay extra for eco-friendly accommodations. This shift towards conscious travel is reshaping how hotels and events cater to younger audiences.
The Economic Impact of Big Acts
The economic ripple effect of concerts is significant, as seen with recent blockbuster tours like Coldplay and Taylor Swift.
- Coldplay in Australia and New Zealand:
- Flight and hotel bookings to Melbourne rose 8% and surged 36% in Sydney during their shows.
- In New Zealand, domestic flight bookings to Auckland spiked 87%, and hotel bookings rose 125%, with room prices tripling in some cases.
- Taylor Swift in Australia:
- February became Jetstar’s busiest month ever, with 30% more travelers into Melbourne and Sydney compared to the previous year.
- In Melbourne, 90% of hotel rooms were booked during the tour, with visitors spending $900 each on tickets, travel, and dining.
These events don’t just fill arenas; they stimulate tourism, benefiting airlines, hotels, and local businesses.
Festivals as Tourism Pillars
Long-running festivals are also playing a pivotal role in drawing visitors and generating tourism revenue:
- Bluesfest Byron Bay:
- Attracts 47% of its audience from outside New South Wales, contributing $1.1 billion in tourism to the state over the past decade.
- Tamworth Country Music Festival:
- Draws one-third of its 300,000 attendees from outside NSW and has generated $50 million in tourism benefits.
Government involvement has amplified these impacts. For example, Western Australia paid Coldplay $8 million to host two shows in Perth, resulting in an economic boost of $43 million.
The Allure of a New Audience
Promoters are noticing shifts in festival demographics. Events like Ultra, Laneway, and Knotfest are attracting younger, more international audiences.
Untitled Group, responsible for multi-city festivals like Wildlands, attributes its growth to audience participation. Co-founder Michael Christidis explains, “We can build the best stages and book the best artists, but ultimately it’s about audience participation.”
This personalized approach is resonating, with fans feeling more connected to the festivals they attend.
Spending Big to Avoid FOMO
For younger audiences, travel for events is driven by more than just entertainment—fear of missing out (FOMO) plays a major role.
- 54% of Gen Z cite FOMO as a key motivator for event travel.
- Nearly 40% of Gen Z and Millennials spend between $500 and $5,000+ on tickets and travel.
- Many are willing to dip into savings or take on extra jobs to afford these experiences.
This willingness to spend highlights the cultural and emotional value attached to live music and festivals.
