Everybody appears to be “chasing vibes” currently—whether or not that’s going to Taylor Swift’s newest live performance in Zurich, a music competition in Berlin, or the Olympics in Paris.
Sure, it’s the summer season, however seems, it’s additionally simply grow to be the norm. Individuals are going after experiences, fuelling the sports activities and music tourism trade, which is now set to double in dimension over the subsequent eight years, in keeping with a report by Collinson Worldwide, a worldwide journey firm that operates a slew of airport precedence and lounge applications.
It discovered that the sports activities and music tourism financial system, valued at $571 billion cumulatively in 2023, will balloon to $1.5 trillion by 2032.
Tournaments just like the Components One Grand Prix and the Euros have spurred the expansion of sports activities tourism, which accounts for a big piece of the expertise pie. Sports activities followers are among the many greatest spenders on journeys as over half of them pay greater than $500 per journey.
“It’s clear that sports activities and music tourism is booming and occasion travellers have excessive aspirations,” the report mentioned.

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Collinson’s analysis considers 8,537 vacationers who flew to an occasion—both internationally or domestically—from 17 international locations.
The report identifies streaming as an added motive for this pattern as extra individuals interact with worldwide occasions on-line.
Components One is an instance of this—it has shot to fame in recent times, because of the Netflix sequence Drive to Survive. That has not solely pushed up viewership for the varied Grands Prix but it surely’s additionally lured extra individuals to observe it in particular person, even when at a better price ticket.
“Revenge spending,” a pattern the place individuals started splurging extra on experiences after pandemic-linked restrictions have been lifted, additionally has had a component to play. Inexpensive journey has put these experiences additional inside the attain of individuals than earlier than.
“The rising and world fanbase that can journey to iconic sports activities and music occasions is searching for unforgettable experiences and are ready to spend considerably to make their journey further particular,” mentioned Collinson Worldwide CEO Christopher Evans.
This presents a giant alternative for companies and airline corporations as lots of the expertise fanatics are prepared to journey internationally. These aged between 25 and 34—largely Millennials—are the largest spenders on each, experiences and at airports. Though airways have had a difficult 12 months thus far, the rise of the expertise financial system might solely imply extra demand for journey sooner or later.

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There’s been no dearth of alternatives for these searching for experiences out. Within the sports activities world, the FIFA World Cup befell in 2022 whereas the Paris Olympics are ongoing. Final 12 months, pop stars Beyoncé and Taylor Swift went on world excursions, and thus far this 12 months, we’ve seen high-profile occasions like Eurovision 2024 in Sweden and the upcoming Lollapalooza in Germany.
Whereas the occasions are unfold out world wide, London, Paris, and Barcelona are Europe’s magnets for sports activities and music tourism, whereas New York and Dubai are additionally in style with experience-chasers.