In an era where live music returns to captivate hearts and stimulate economies, leading travel technology titan Amadeus unveils compelling data that shows a seismic shift in travel patterns centred around mega-concert events in the Asia-Pacific region.
The promise of iconic stars such as Taylor Swift and Coldplay performing live seems to have galvanized fans emotionally and in terms of their travel plans. Evidence? A discernible spike in travel searches to concert-hosting metropolises, including Melbourne, Sydney, Tokyo, and Singapore.
Zooming into Australia’s data from June 2023 (weeks 24 to 26), the country witnessed an unparalleled 44% average week-over-week ascent in travel search volumes. The catalyst? Taylor Swift’s concert ticket release on June 30 sent waves of enthusiasm, as seen by the 240% surge in searches from neighbouring New Zealand. This fervour underscores a pent-up demand for live musical spectacles, with the majority opting for short, exhilarating getaways centred around these events.
Singapore also felt this enthusiasm wave between June and July 2023. Two distinct spikes, one attributed to Coldplay and the other to Taylor Swift’s ticket sales, painted a clear picture: an average 18% growth in week-over-week searches. The data spotlighted a preference for trips within a week, hinting that the star-studded concerts were the primary attractions.
Meanwhile, Japan in July 2023 witnessed a crescendo in travel intrigue spurred by the announcement of Taylor Swift’s concert lottery results. This translated to a 15% average rise in domestic searches and a 32% week-over-week international search hike, with travellers from neighbouring APAC nations indicating a keen interest in coupling concert euphoria with extended leisure escapades.
Reflecting on this phenomenon, Karun Budhraja, Senior Vice President of travel unit Marketing, Asia Pacific at Amadeus, opined, “The compelling travel trends arising from these monumental musical events are testament to the unwavering spirit of fans and the magnetic allure of live music. The widespread willingness to cross borders for such experiences augurs well for the APAC region, presenting a much-needed impetus to its tourism sector.”
As the melodies of Swift and Coldplay continue to resonate across Asia-Pacific, it’s clear that their ripple effect extends beyond concert arenas. They’ve set an unprecedented travel trend in motion, echoing the robust interplay between music, emotion, and economy.
Written by: Jill Walsh
