The global travel industry is undergoing a significant transformation, driven by the growing popularity of event tourism, particularly among Gen Z and Millennials. Countries like the US, Canada, Mexico, Saudi Arabia, Spain, France, Germany are at the forefront of this shift, with sports events, music festivals, and cultural carnivals becoming major travel attractions for these younger generations. Saudi Arabia is promoting as this country will host the 2029 Asian Winter Games in Trojena, boosting tourism and music phobia.

Year	Event	Type	Location	Dates

2026

FIFA World Cup

Sports (Football)

United States, Mexico, Canada

June – July 2026

2026

Commonwealth Games

Sports (Multi-sport)

Victoria, Australia

March 2026

2026

Coachella Valley Music Festival

Music

California, USA

April 2026 (Annual Event)

2026

Tomorrowland

Music

Boom, Belgium

July 2026 (Annual Event)

2027

Rugby World Cup

Sports (Rugby)

Australia

September – October 2027

2027

Formula 1 Grand Prix

Sports (Motorsport)

Various Locations

March – November 2027 (Annual Event)

2027

Glastonbury Festival

Music

Somerset, UK

June 2027 (Annual Event)

2028

Summer Olympics

Sports (Multi-sport)

Los Angeles, USA

July – August 2028

2028

Coachella Valley Music Festival

Music

California, USA

April 2028 (Annual Event)

2028

Tomorrowland

Music

Boom, Belgium

July 2028 (Annual Event)

2029

FIFA Women’s World Cup

Sports (Football)

Australia & New Zealand

July – August 2029

2029

UCI Road World Championships

Sports (Cycling)

Australia

September 2029

2029

Sziget Festival

Music

Budapest, Hungary

August 2029 (Annual Event)

2030

Winter Olympics

Sports (Winter Sports)

Salt Lake City, USA

February 2030

2030

Coachella Valley Music Festival

Music

California, USA

April 2030 (Annual Event)

2030

Tomorrowland

Music

Boom, Belgium

July 2030 (Annual Event

These events not only provide unparalleled entertainment but also offer immersive experiences that resonate with the values of these age groups—social connection, self-expression, and adventure. From the electrifying energy of Coachella in California and Tomorrowland in Belgium to the global sporting spectacle of the Olympics and World Cup, these events are redefining what it means to travel.

As a result, destinations are increasingly positioning themselves as hubs for major international events, turning them into hotspots for travelers eager to engage with both the culture and the thrill of live experiences. This shift is shaping the future of global tourism, as more people seek to combine travel with music, sports, and cultural celebrations.

Country	Music Carnival/Festival	International Sports Event

Argentina

Buenos Aires Jazz Festival, Lollapalooza Argentina

Copa América (Football), Rugby Championship

Australia

Sydney Festival, Splendour in the Grass

Australian Open (Tennis), Melbourne Cup (Horse Racing), AFL

Brazil

Rock in Rio, Carnival in Rio de Janeiro

FIFA World Cup Qualifiers, Formula 1 Brazilian Grand Prix

Canada

Montreal International Jazz Festival, Osheaga

Toronto Raptors (NBA), NHL Hockey, Formula 1 Canadian Grand Prix

China

Shanghai International Music Festival, MIDI Festival

Summer and Winter Olympics, FIBA Basketball World Cup

France

Nice Jazz Festival, Hellfest

Tour de France (Cycling), Roland Garros (Tennis), Rugby Six Nations

Germany

Oktoberfest, Rock am Ring

FIFA World Cup Qualifiers, Formula 1 German Grand Prix

India

NH7 Weekender, Sunburn Festival

IPL (Cricket), Kabaddi World Cup, Hockey World Cup

Italy

Sanremo Music Festival, Umbria Jazz

Formula 1 Italian Grand Prix, Six Nations Rugby

Japan

Fuji Rock Festival, Summer Sonic

Tokyo Olympics, F1 Japanese Grand Prix, Rugby World Cup

Mexico

Vive Latino, Festival Internacional de Musica

Formula 1 Mexican Grand Prix, CONCACAF Gold Cup

Russia

St. Petersburg International Economic Forum (Cultural events), Kremlin Cup (Classical Music)

FIFA World Cup (2018), Ice Hockey World Championship

Saudi Arabia

Jeddah Season, MDLBeast Soundstorm

Formula E, Saudi Cup (Horse Racing)

South Africa

Cape Town International Jazz Festival

Rugby World Cup, Cricket World Cup, FIFA World Cup Qualifiers

South Korea

Seoul Jazz Festival, Busan International Rock Festival

Pyeongchang Winter Olympics (2018), Formula 1 Korean Grand Prix

Turkey

Istanbul Music Festival, Ankara Jazz Festival

Formula 1 Turkish Grand Prix, Istanbul Cup (Football)

United Kingdom

Glastonbury Festival, Reading Festival

Wimbledon (Tennis), FA Cup Final (Football), Rugby Six Nations

United States

Coachella Valley Music and Arts Festival, Lollapalooza

Super Bowl (American Football), NBA Finals, US Open (Tennis), Kentucky Derby (Horse Racing)

The travel industry has long been driven by the desire for leisure, cultural exploration, and business ventures. However, in recent years, there has been a noticeable shift in how people plan their vacations and business trips.

Travel is no longer just about visiting iconic landmarks or relaxing on a beach; it has become deeply intertwined with the global appetite for live music events, sports events, and immersive experiences. From the rise of music festivals in Ibiza to the growing popularity of international sports events like the FIFA World Cup and the Olympics, the travel industry is changing rapidly, with many destinations and travel companies adapting to meet the demand for these high-profile, experiential events.

The Impact of Music Events on Travel

Here’s a table showcasing popular destinations known for hosting festivals, sports events, and carnivals in 2025 from January to December. The events listed are major highlights that attract global attention.

2025	Event Name	Location	Event Type
January	Sundance Film Festival	Park City, Utah, USA	Film Festival
	Winter X Games	Aspen, Colorado, USA	Sports (Extreme Sports)
	Indian Republic Day Parade	New Delhi, India	National Celebration
February	Carnival of Venice	Venice, Italy	Carnival
	Mardi Gras	New Orleans, USA	Carnival
	Australian Open	Melbourne, Australia	Sports (Tennis)
March	St. Patrick’s Day Parade	Dublin, Ireland	Cultural Parade
	Ultra Music Festival	Miami, Florida, USA	Music Festival
	Formula 1 Bahrain Grand Prix	Sakhir, Bahrain	Sports (Motorsport)
April	Coachella Valley Music and Arts Festival	Indio, California, USA	Music Festival
	Cherry Blossom Festival	Tokyo, Japan	Cultural Festival
	Bologna Children’s Book Fair	Bologna, Italy	Book Fair
May	Cannes Film Festival	Cannes, France	Film Festival
	Cinco de Mayo Festival	Mexico City, Mexico	Cultural Celebration
	FIFA Women’s World Cup	Australia/New Zealand	Sports (Football)
June	Glastonbury Festival	Somerset, England	Music Festival
	Roskilde Festival	Roskilde, Denmark	Music Festival
	French Open	Paris, France	Sports (Tennis)
July	Tour de France	France	Sports (Cycling)
	Montreux Jazz Festival	Montreux, Switzerland	Music Festival
	Isle of Wight Festival	Isle of Wight, England	Music Festival
August	Edinburgh Festival Fringe	Edinburgh, Scotland	Performing Arts Festival
	FIFA U-20 World Cup	Indonesia	Sports (Football)
	La Tomatina	Buñol, Spain	Carnival
September	Oktoberfest	Munich, Germany	Beer Festival/Carnival
	Burning Man	Black Rock Desert, USA	Art and Music Festival
	Formula 1 Italian Grand Prix	Monza, Italy	Sports (Motorsport)
October	Munich Oktoberfest	Munich, Germany	Carnival/Festival
	Diwali Festival	India	Cultural Festival
	New York Comic Con	New York, USA	Pop Culture Convention
November	Dubai International Film Festival	Dubai, UAE	Film Festival
	Melbourne Cup Carnival	Melbourne, Australia	Sports (Horse Racing)
	MTV European Music Awards	Frankfurt, Germany	Music Awards
December	Christmas Markets	Nuremberg, Germany	Christmas Festival
	World Darts Championship	London, England	Sports (Darts)
	Sunburn Festival	Goa, India	Music Festival

Music events, especially festivals, have seen a massive boom in popularity over the last decade. What started as niche gatherings with a small, dedicated audience has transformed into large-scale, globally recognized events that draw hundreds of thousands of attendees from all corners of the world. Major festivals such as Coachella, Tomorrowland, Glastonbury, and Ultra Music Festival are now an integral part of the global cultural calendar. These festivals not only provide entertainment but also serve as significant economic drivers for the cities and countries that host them.

“Music and sporting events are reshaping the global travel and entertainment industries. As we move into 2025, these events are set to become the defining trend of the travel sector, and over the next five years, from 2025 to 2030, we predict a significant boom in their influence.”– Anup Kumar Keshan, CEO and Editor-in-Chief, Travel And Tour World.

Generation Z Boosts Music and Sports Tourism

Generation Z, is increasingly driving the travel industry’s growth, particularly through their participation in music festivals, carnivals, and sports events. This demographic is often overlooked in favor of Millennials and Gen Z, but Gen X’s influence is becoming increasingly significant, with their spending power and desire for experiences shaping travel trends.

One key factor behind Gen X’s impact on the travel industry is their affinity for live events. Music festivals, such as Coachella in the U.S., Glastonbury in the United Kingdom, and Tomorrowland in Belgium, have become major draws, not only for younger generations but for Gen X travelers seeking nostalgia and vibrant experiences. These festivals offer an opportunity for connection, cultural immersion, and unforgettable memories, making them a prime focus for this age group.

Additionally, Gen X’s growing interest in sports events, from the FIFA World Cup to the Summer Olympics, is helping to fuel tourism in host cities. This demographic is willing to travel for both major international sports events and niche sports festivals, eager to witness competition, celebrate victories, and indulge in the associated festivities.

Carnivals and cultural festivals are also attracting Gen X, who seek destinations offering a mix of fun, tradition, and social engagement. With an increasing focus on family-friendly activities, wellness, and community engagement, this generation is boosting tourism by participating in events that align with their desire for excitement and connection.

Statistic	Details
Global Spending on Music Festivals	Global live music revenue in 2022: $31 billion; music festivals contribute more than 50% of this revenue by 2025 (Music Business Worldwide).
Festival Tourism in Europe	Over 40% of festival-goers travel from abroad to attend major European festivals like Glastonbury and Tomorrowland (European Festivals Association).
Music Tourism in the UK	Music tourism in the UK is worth £4.5 billion annually, with 30 million attending festivals each year (VisitBritain).
Sports Events Tourism: Paris Olympics 2024	Estimated tourism-related revenue: $3 billion; 7 million visitors expected (International Olympic Committee).
FIFA World Cup 2022 (Qatar)	$1.7 billion in travel and tourism revenue; 1.5 million international visitors attended (FIFA).
Millennial and Gen Z Participation	62% of Millennials and 64% of Gen Z prefer attending live events (music/sports) as their primary form of travel (Eventbrite’s 2022 Report).
Global Travel Spending by Millennials and Gen Z	Millennials and Gen Z represent 45% of global travel spending, with a large portion allocated to event-based tourism (Global Travel and Tourism Report).
Coachella’s Economic Impact	Coachella contributes $400 million annually to the local economy, with 60% of visitors coming from outside the state or internationally (Coachella Festival Report).
Tomorrowland Economic Impact	Tomorrowland contributes €120 million annually to Belgium’s economy, with 400,000 international visitors (Flemish Government).
2018 FIFA World Cup (Russia)	Attracted 3 million foreign visitors, contributing $2.5 billion in tourism revenue (Russia’s Federal Tourism Agency).
2019 Rugby World Cup (Japan)	1.4 million foreign visitors attended, contributing $2.5 billion to the tourism sector (Japan National Tourism Organization).
Post-Pandemic Growth in Event Tourism	70% increase in festival attendance from 2022 to 2023; global travel industry projected to grow by 30% by 2025 due to event tourism (IBISWorld and WTTC).

Festival Tourism: A Growing Phenomenon

Festival tourism refers to the trend of traveling specifically for the purpose of attending a music event or festival. These events attract people not just for the music, but also for the cultural experiences they offer. Many attendees plan their entire vacations around major music festivals, turning a trip to a new destination into an opportunity to enjoy live music and social gatherings with like-minded individuals. For example, the Coachella Valley Music and Arts Festival in California draws visitors from all over the world, significantly boosting tourism to the region.

Music festivals have become a major part of the global tourism market. According to a report by the European Commission, the European Union alone sees more than 40 million festival-goers annually, generating billions of euros in direct and indirect revenue. Hotels, restaurants, and local transportation services benefit significantly from this influx of visitors. Additionally, the rise of boutique festivals in lesser-known regions and countries has led to an increase in tourism to previously underexplored areas.

Anup Kumar Keshan, CEO and Editor-in-Chief says. Music and sporting events met changing the shape global travel industry along with the entertainment industry. Sports and Music festivals become the tagline 2025 travel industry and in near future 5 years by 2030 music festivals and sporting events playing a boom. We predict that it will boom in 2025 and in next 5 year it will create a boom.

How Live Concerts Keep Gen X Young at Heart

For Generation X, born between 1965 and 1980, live concerts are more than just entertainment—they are a powerful means of staying connected to their youth, reinvigorating their sense of adventure, and maintaining a youthful spirit. In an era where nostalgia is a dominant cultural force, attending live concerts offers Gen X a unique opportunity to relive the music of their formative years while creating new memories.

Live concerts provide an unparalleled sense of energy and excitement, and for Gen X, they offer a chance to reconnect with the sounds that defined their youth. Whether it’s seeing their favorite ’80s rock band or attending a festival featuring the hits of the ’90s, these experiences allow them to re-experience the joy and freedom associated with their earlier years. The act of being physically present at a concert—surrounded by the crowd, singing along to familiar tunes—can evoke powerful emotions and make them feel timeless, as if they’re transported back to a younger version of themselves.

Moreover, live concerts are not just about reliving the past; they are also about discovering new music and embracing the present. Gen Xers are increasingly attending shows that blend their favorite classic acts with contemporary artists, ensuring they stay plugged into evolving music trends. The dynamic and diverse nature of live performances—whether it’s an intimate venue or a large-scale festival—keeps the excitement alive, offering an energizing escape from the responsibilities of daily life.

In addition, the social aspect of live concerts helps foster a sense of belonging and connection. Attending events with friends or family or meeting new people in a lively environment promotes emotional well-being, reinforcing a sense of youthfulness.

Ultimately, live concerts are more than just a form of entertainment for Gen X—they are a gateway to staying young at heart, allowing them to celebrate the past, enjoy the present, and look forward to the future with energy and enthusiasm.

Destinations Leveraging Music Events for Tourism

Destinations around the world are recognizing the value of music events in driving tourism and are investing heavily in building infrastructure to support these events. Cities like Austin, Texas, with its renowned SXSW festival, and Nashville, Tennessee, known as the “Music City,” have long embraced music tourism as a key part of their economic strategy. Similarly, countries like Spain and the Netherlands have seen a surge in international visitors thanks to their hosting of major music festivals.

Music events also play an essential role in attracting younger generations of travelers. Gen Z and millennials, in particular, are keen on attending live music events, which are often viewed as the ultimate travel experience. According to a 2023 report by Eventbrite, 40% of global millennials plan to travel for a live event in the coming years, signaling a shift in how they prioritize travel.

Sports Events as Catalysts for Global Tourism

Here’s a table of major international sports events scheduled for 2025, including their dates and locations. The dates are subject to change, so it’s always advisable to check the official event websites for the most current details.

Event Name	Location	Dates	Sport
2025 Rugby World Cup	France	8 Sept – 28 Oct 2025	Rugby Union
2025 AFC Asian Cup	Qatar	16 Jan – 5 Feb 2025	Football (Soccer)
2025 Cricket World Cup	India	9 Feb – 23 Mar 2025	Cricket
2025 Wimbledon	London, England	29 Jun – 12 Jul 2025	Tennis
2025 FIBA Basketball World Cup	Philippines, Japan, Indonesia	25 Aug – 10 Sept 2025	Basketball
2025 IAAF World Athletics Championships	Tokyo, Japan	15 – 23 Aug 2025	Athletics
2025 Tour de France	France	5 – 27 Jul 2025	Cycling
2025 ICC Champions Trophy	Pakistan	2025 (Dates TBD)	Cricket
2025 Formula 1 World Championship	Global (Various locations)	Mar – Nov 2025	Motorsport (F1)
2025 Copa América	Ecuador	Jun – Jul 2025	Football (Soccer)
2025 World Aquatics Championships	Kazan, Russia	13 – 29 Jul 2025	Swimming, Diving
2025 Rugby League World Cup	England	2025 (Dates TBD)	Rugby League
2025 Pan American Games	Santiago, Chile	18 Oct – 1 Nov 2025	Multi-sport
2025 Cricket Women’s World Cup	New Zealand	2025 (Dates TBD)	Women’s Cricket
2025 Winter Universiade	Rovaniemi, Finland	4 – 15 Jan 2025	Winter Sports
2025 Asian Games	Aichi-Nagoya, Japan	23 Sept – 8 Oct 2025	Multi-sport
2025 European Football Championship Qualifiers	Europe (Various)	Mar – Nov 2025	Football (Soccer)
2025 World Baseball Classic	USA, Japan, Taiwan	2025 (Dates TBD)	Baseball
2025 Rugby Sevens World Series	Global (Various locations)	2025 (Dates TBD)	Rugby Sevens
2025 MotoGP World Championship	Global (Various locations)	Mar – Nov 2025	Motorsport (MotoGP)
2025 ICC T20 World Cup	West Indies & USA	2025 (Dates TBD)	Cricket

Sports tourism has also become a cornerstone of the travel industry, particularly as the world recovers from the COVID-19 pandemic and in-person events are once again flourishing. Sports tourism refers to travel that is motivated by the desire to watch or participate in sporting events. While major sporting events like the FIFA World Cup, the Olympics, and the Super Bowl have long attracted international visitors, the rise of niche sports like esports, Formula 1, and extreme sports competitions has led to new opportunities for tourism across a wider range of destinations.

Mega Sports Events Driving Destination Marketing

Mega sports events, which are large-scale international competitions, have always been a major driver of tourism. The Olympic Games and the FIFA World Cup, for example, have a significant economic impact on the host countries. These events often attract millions of international tourists who not only attend the games but also explore the host cities and their cultural landmarks. A 2021 study from the University of Illinois found that the Olympics alone generates more than $5 billion in revenue for the host country.

Beyond the revenue from ticket sales, sports events like the Super Bowl or Wimbledon create a ripple effect in the local economy. Hotels, restaurants, retailers, and even local attractions see a surge in business during these events. Cities such as Rio de Janeiro (for the 2016 Summer Olympics) and Russia (for the 2018 FIFA World Cup) saw millions of visitors, with attendees booking flights, accommodations, and tours, contributing significantly to the overall tourism sector.

Niche Sports and Experiential Tourism

While traditional mega events continue to be popular, niche sports like esports, Formula 1 racing, and extreme sports have opened up new avenues for tourism. Esports, which has exploded in popularity, draws large crowds to international tournaments held in major cities across the globe. The ESL Pro League in esports, for example, attracts tens of thousands of fans to venues in cities like Katowice, Poland, and Las Vegas, USA, bringing in both local and international tourists.

Formula 1 racing is another major player in the sports tourism sector. With Grand Prix races held in cities like Monaco, Singapore, and Abu Dhabi, F1 has carved out a space for luxury travel experiences. Fans flock to these cities not just to watch the race but also to enjoy the high-end hospitality, exclusive parties, and experiences offered by the event. The 2023 Monaco Grand Prix, for instance, saw a significant rise in tourism, with ticket sales, hotel bookings, and restaurant reservations all hitting record numbers.

Sports Tourism and Sustainability

One notable aspect of sports tourism in recent years is the growing focus on sustainability. The environmental impact of large-scale sports events has become a topic of concern, and many event organizers are now taking steps to reduce their carbon footprint. From energy-efficient stadiums to sustainable travel packages and waste-reduction initiatives, sports tourism is increasingly focusing on eco-friendly practices.

In fact, some destinations have become known for their sustainable approach to sports tourism. The city of Vancouver, for example, has been praised for its eco-conscious approach to hosting sports events, while the Formula 1 calendar now includes races in cities like Abu Dhabi, where green initiatives are being implemented at race venues.

The Role of Technology in Changing the Travel Landscape

As music and sports events continue to gain in popularity, technology plays a significant role in how these events influence the travel industry. Digital platforms have made it easier for travelers to book tickets, accommodations, and even entire vacation packages centered around an event. Apps like Skyscanner, Airbnb, and Eventbrite provide seamless travel solutions, making it easier for fans to plan their trips to music and sports events.

In addition, virtual reality (VR) and augmented reality (AR) are transforming the way fans experience these events. Sports fans can now watch live matches and concerts from the comfort of their homes, with VR offering immersive experiences that make them feel as though they are in the stadium. As technology continues to evolve, the way people engage with live events will have a lasting impact on the travel industry, allowing destinations to expand their reach to a global audience.

South Korea and Australia Share the Vibe of Music Events

South Korea and Australia have become two of the most influential countries in the global music festival scene, each contributing to the vibrant culture of live music and boosting the travel and entertainment industries.

South Korea’s music concerts, particularly the rise of K-pop, have propelled the country into the international spotlight. Events like the Seoul World DJ Festival, KCON, and MAMA (Mnet Asian Music Awards) attract millions of fans from around the world. These festivals not only showcase the immense global popularity of K-pop but also bring tourism and significant economic impact to the country. As international fans flock to South Korea for these events, they experience the country’s rich cultural heritage, vibrant city life, and world-class entertainment venues, thereby boosting both local and international tourism.

Similarly, Australia has become a hotspot for music festivals like Splendour in the Grass, Falls Festival, and St. Jerome’s Laneway Festival. These festivals draw massive crowds and feature top-tier local and international artists. Australia’s diverse landscapes, from urban hubs like Sydney and Melbourne to scenic coastal areas, provide the perfect backdrop for such events, making them even more appealing to global festival-goers. The country’s music festivals continue to fuel tourism, attracting visitors year-round and positioning Australia as a key destination for live music experiences.

Looking Ahead: The Future of Travel in the Music and Sports Event Industry

Here’s a table of popular music festivals around the world, including their dates and locations. Keep in mind that exact dates may vary each year, so always check the official websites for the most current details.

Festival Name	Location	Dates	Time
Coachella Valley Music and Arts Festival	Indio, California, USA	April (annually)	12:00 PM – 2:00 AM
Tomorrowland	Boom, Belgium	July (annually)	12:00 PM – 12:00 AM
Glastonbury Festival	Pilton, England	June (annually)	12:00 PM – 12:00 AM
Ultra Music Festival	Miami, Florida, USA	March (annually)	12:00 PM – 11:00 PM
Sziget Festival	Budapest, Hungary	August (annually)	12:00 PM – 4:00 AM
Lollapalooza	Chicago, Illinois, USA	August (annually)	12:00 PM – 10:00 PM
Electric Daisy Carnival	Las Vegas, Nevada, USA	May (annually)	7:00 PM – 5:00 AM
Roskilde Festival	Roskilde, Denmark	June/July (annually)	12:00 PM – 3:00 AM
Fuji Rock Festival	Niigata, Japan	July (annually)	12:00 PM – 12:00 AM
Montreux Jazz Festival	Montreux, Switzerland	July (annually)	6:00 PM – 2:00 AM
Rock in Rio	Rio de Janeiro, Brazil	September (every 2 years)	12:00 PM – 6:00 AM
Burning Man	Black Rock Desert, Nevada, USA	August-September (annually)	12:00 PM – All night
Isle of Wight Festival	Isle of Wight, England	June (annually)	12:00 PM – 12:00 AM
Splendour in the Grass	Byron Bay, Australia	July (annually)	12:00 PM – 12:00 AM
Primavera Sound	Barcelona, Spain	May (annually)	12:00 PM – 3:00 AM
Osheaga Festival	Montreal, Canada	August (annually)	12:00 PM – 11:00 PM
V Festival	Staffordshire, England	August (annually)	12:00 PM – 12:00 AM
Sunburn Festival	Goa, India	December (annually)	3:00 PM – 12:00 AM
Way Out West	Gothenburg, Sweden	August (annually)	12:00 PM – 3:00 AM
Mawazine	Rabat, Morocco	June (annually)	8:00 PM – 5:00 AM
Electric Forest	Rothbury, Michigan, USA	June (annually)	5:00 PM – 4:00 AM

The future of travel in the context of music and sports events is bright. With the world becoming more interconnected and digital, there are vast opportunities for the travel industry to tap into the booming demand for experiential travel. As more and more people seek to combine their love for live entertainment with travel, the demand for unique and customized event packages will continue to rise.

From small boutique festivals to mega sports tournaments, the integration of music and sports events into the travel sector is transforming how people experience the world. Whether it’s booking a ticket to the next Coachella or flying to Tokyo for the Summer Olympics, music and sports events are not just influencing travel decisions—they are reshaping the entire industry.