Music truly is a language the whole world speaks. We see it with some of the industry’s biggest stars scheduling international tours. With shows happening all over the world, fans have a chance to attend a concert closer to home. But music lovers are starting to see a new opportunity. Going to a concert can be the catalyst for taking that once-in-a-lifetime trip.

It’s called gig tripping, and it’s one trend the travel and tourism industry is wise to watch. Learn more about the impact of the music industry on tourism with insights from AMNY Travel Marketing.

It might seem counterintuitive, but one reason people consider gig tripping is to save money. According to Digital Music News, the average concert ticket price reached a record high of $123.25 in Q1 2024. This price might not seem so high by itself, certainly not compared to traveling around the world. However, it doesn’t factor in transportation and food costs. For fans living in areas not close to large cities, attending even the closest concert might require booking a hotel room for a few nights.

So, gig tripping might help people save money while still getting the chance to see their favorite artists perform live. Skyscanner’s Travel Trends 2024 report found that 60% of people would consider traveling to another country to attend a concert or festival if it meant saving money. It makes sense that music lovers would consider gig tripping; live music is popular among young adults whose resources might be limited.

The concert or festival might be the reason for the trip, but music fans aren’t packing up immediately after and heading to the airport. They want to know what other activities or attractions are in the area, the best places to eat, and the right accommodations for their party.

Destinations have a unique opportunity to capture the attention of this segment of the target audience. With stars making stops in major cities across the globe, yours won’t be the only city vying for travelers’ attention. So, how can you stand out?

You make itineraries for various types of trips – family-friendly fun, girls’ weekends, and business travel, for instance. The goal is to give your travelers ideas to make their vacations unforgettable. A gig tripping itinerary would highlight activities music lovers would enjoy, such as museums or attractions related to music. It might include restaurants that play live music and other festivals in the area.

Your itineraries can be specific to the artist, as well. Find out about meetups and activities happening related to the concert and include details about how fans can get involved.

Big events like concerts tend to increase hotel room bookings. You’ll be competing with other hotels and resorts in the area, so one way you can increase booking is by partnering with venues to offer unique packages. For instance, travelers who book a certain number of nights get coupons for parking or concessions at the stadium. Similar to travel agencies creating itineraries, hotels might provide information about activities happening at the hotel or in the area to generate anticipation for the concert.

Venues are a destination in themselves, and the same considerations apply when hosting music superstars. You always want to provide a top-notch experience, but when concerts are expected to sell out, it provides an opportunity to streamline efforts.

Now could be a great time to invest in tech integrations, such as digital platforms that enable more efficient ticketing. These platforms can also provide concert attendees with real-time updates about the performer(s) and exclusive offers, either for that concert or future events. Overall, such solutions can personalize experiences, encouraging travelers to come back for another event the next time they get the gig trip itch.

Tourism is one of the trendiest industries, with new ideas for vacations appearing on social media all the time. To ensure your business makes the most of these trends, you need a marketing partner with vast industry experience and marketing knowledge. At AMNY Travel Marketing, our team includes marketing strategists and award-winning creatives who leverage first-party data, extensive market analysis, and a deep understanding of the decision process to help travel and tourism businesses realize success. For more on the benefits of a full-service travel marketing partner, contact us today.