A new survey from East Coast Car Rentals has revealed that live music and local arts are fast becoming essential to the great Australian road trip, with younger generations especially eager to build cultural discovery into their journeys.
The research found that 73 per cent of Australians aged 18 to 24 say discovering local arts and music, including buskers, is important in their overall road trip experience. While younger travellers are leading this trend, it is not confined to them, with 60 per cent of Australians over 55 also considering live performance and the arts an important part of their adventures.
Ben Whitmore, CMO at East Coast Car Rentals, says, “Australians love the freedom of the open road, but what transforms a journey are the unexpected experiences along the way. Stumbling upon a busker or discovering a town alive with music can turn a short stop into the highlight of the trip.”
Australians aren’t just interested in passing through towns with music scenes – they are stopping to explore them. More than three quarters of respondents said they would pull over if they noticed live music or street performers, while over half reported they would actively plan a road trip around towns known for their buskers and vibrant live music culture.
With many Australians turning to domestic travel amid cost-of-living pressures, regional communities have a clear opportunity to benefit. Travellers who are drawn in by live performances are more likely to stay longer, spend on food, accommodation and attractions, and share their experiences with others.
For local destinations, this highlights the powerful role music can play in turning a pit stop into a valued tourism experience, helping towns position themselves as memorable highlights along the road trip journey.
It also reflects the growing demand for slower, more immersive travel, where travellers are seeking authentic connections rather than rushing from one place to the next as the holiday season approaches.
The connection between music and the road extends further, with more than half of Australians saying they most often discover new music while driving, including as many as 72 per cent of Tasmanians and 88 per cent of Northern Territorians.
In recognition of the role local performers play in enriching travel experiences, East Coast Car Rentals has launched the I’m With the Band campaign to spotlight emerging Australian talent. The initiative is designed to showcase the artists who bring vibrancy to regional towns and cities, ensuring they are celebrated as part of the road trip adventure.
