The travel bug is mutating: Event-driven gig journeys are the new thing

Many Indian travelers are no longer satisfied with traditional, cookie-cutter travel itineraries. Defying conventions they are willing to travel the globe seeking new cultural or sports based immersive experiences

Every gig you take away from home is a ticket to a new story, a new culture, and a new adventure. For Indian travelers, the emerging trend of “gig tripping” – planning international trips around concerts and sports events – is gaining significant momentum.

Data from EaseMyTrip reveals how this evolution in travel preferences has led to a 20% rise in bookings for destinations hosting major concerts and sporting events during November/December 2024. According to Nishant Pitti, CEO and co-founder of EaseMyTrip, “Around 40% of Indian travellers are willing to fly short-haul for events, while 35% are considering long-haul destinations. The trend extends beyond music to sports events, with 45% of Indian travelers showing interest in supporting their favorite teams overseas. Middle Eastern, European, and Southeast Asian destinations have emerged as popular choices, offering convenient travel options and vibrant cultural calendars. Industry forecasts indicate that 60% of Indians plan to increase their event-based travel in 2025, reflecting a significant shift from traditional sightseeing to more immersive, community-driven experiences.”

These types of gig trips are mostly about travelling in groups and communities have been created around gig surfing. According to Ramalingam Subramanian, President Cox & kings, “There is a remarkable shift in travellers’ perspective post pandemic and Indians are looking for more meaningful experiences. Interestingly, I find that the audience is totally different for sports and culture based travel- while sports based travel groups are still very male dominated, the culture travel communities are far more women centric.”

People are not just travelling from top tier metro cities in India to attend these global concerts but even smaller cities. “Music concerts and sporting events are becoming an exciting reason to travel and there is a growing interest from India’s tier 2 and tier 3 markets, such as Chandigarh, Nagpur, Ahmedabad, and Mysore,” says S.D. Nandakumar – President & Country Head – Holidays and Corporate Tours, SOTC Travel Limited.

Upcoming Events Destinations

Hong Kong is hosting a Coldplay concert in April 2025 where tickets were sold out 90 mins after the general sales opening. The concert at the 50,000-capacity venue of Kai Tak Stadium is part of Coldplay’s record-breaking global tour. Says Puneet Kumar, Director, South Asia & Middle East, Hong Kong Tourism Board, “Through large-scale events like the Coldplay concert, Art Basel, and the Hong Kong Sevens, HKTB (Hong Kong Tourism Board) is encouraging travellers to immerse themselves in the city’s rich cultural and entertainment offerings. Once in Hong Kong, visitors are encouraged to explore the city beyond its iconic landmarks like Victoria Peak or Disneyland and interesting outdoor experiences. The Hong Kong Tourism Board (HKTB) expects maximum traffic from key markets, including Mainland China and India. With its convenient connectivity and visa-free travel policies for Indian passport holders, Hong Kong is positioned as an accessible and exciting destination for diverse travel experiences.” In fact in the next six months, Hong Kong has a lineup of global events such as Clockenflap Music and Arts Festival (29 Nov 2024 – 01 Dec 2024), the WinterFest 2024 & New Year Countdown (29 Nov 2024 – 01 Dec 2024), Chinese New Year Celebrations (Jan- Feb), Art Basel Hong Kong (March 21-23, 2025), Hong Kong Sevens Rugby Tournament (March 29-31, 2025), Creamfields (April 13-14, 2024).

This rising demand for gig tripping is fuelled by a combination of factors such as convenience, connectivity, and the desire for unique, memorable experiences. Direct flights, well-established event infrastructure, and favorable travel conditions make it easier than ever for Indian travelers to plan their trips. With easy visa policies and visa-free access to many destinations, event-led travel for major concerts and sporting events is growing rapidly. South Africa is already working towards wooing tourists on the back of the 2027 Cricket World Cup. Says Neliswa Nkani, Hub Head – MEISEA, South African Tourism, “It is worth noting that there is no visa fee for Indian nationals. However, there is a minimal VFS logistics fee to process visas that is charged. Understanding the importance of quick turnarounds, South African Tourism processes visas within 5-7 working days. India has been a long-standing ally to South Africa, and the country has been fast climbing up the ladder of outbound tourism and emerged amongst the leading contributors to the travel and tourism sector from Asia. We encourage Indian visitors to explore South Africa’s breathtaking landscapes, and undertake adventure, wildlife and even culture-based activities,”

Aviation is another factor that is being looked into. Take the case of Australia which is hosting the Border Gavaskar Test Series starting November 22, 2024.

“The aviation links between India and Australia have never been stronger. Tripling of direct aviation capacity as compared to pre-Covid levels from 8 to 25 direct weekly flights, there are multiple options to fly to Australia, with a choice of direct and one-stop carriers,” says Tourism Australia Managing Director, Phillipa Harrison who adds- “India has long been a key market for Australian tourism and with arrivals from the country on the rise the Test series between our two nations presents the perfect opportunity to ramp up activity in the market. While we have their attention firmly on Australia for cricket, this is an unmissable chance to encourage those travellers to visit Australia and see what we have to offer as a holiday destination.”

Social media is a big factor in promoting these gig trips. Says Rajeev Kale – President & Country Head of Holidays, MICE, and Visa at Thomas Cook (India) Limited- “Today’s new-age Indian traveler is confident, experimental, and empowered by rapidly growing purchasing power. Fueled by social media and the desire for brag-worthy experiences, like music and sports tourism are witnessing significant growth, becoming a cornerstone of our tourism strategy. We have curated itineraries that showcase unique local experiences and flavors, inspiring longer stays that allow customers to fully explore their destinations. The demand for sportscations is evolving rapidly; we anticipate continued growth driven by increasing disposable incomes and a desire for experiential travel. Our recent partnership with Cricket Australia for the Border-Gavaskar series which includes 5 test matches including the Boxing Day fixture at the MCG is on a sold-out basis. We are also witnessing a strong demand by our travellers to witness Formula 1 races in Abu Dhabi, Singapore, and Bahrain.”

Upcoming Events Destinations

What is the best way to go gig tripping without overspending? Early planning emerges as the cornerstone for successful event-based international trips. Strategic timing of bookings, especially when made well in advance, helps secure better rates for flights and accommodations. “Working with established travel platforms provides crucial advantages, including access to competitive rates through bulk bookings and dedicated customer support. Comprehensive travel insurance options offer additional peace of mind, particularly valuable for event-based travel where significant advance bookings are involved,” advises EaseMyTrip’s Nishant Pitti.

To maximize value while minimizing costs, exploring accommodations slightly away from high-demand event venues while ensuring good connectivity can lead to substantial savings. The flexibility to modify travel dates and explore nearby airports often helps mitigate the impact of event-driven price surges. Additionally, bundling local experiences with event travel has proven beneficial, transforming event attendance into a complete travel experience while offering better value through customized packages.

Finally, the future of travel is about forging deeper connections— and living up one’s passions and creating cultural immersion. Where opportunity meets wanderlust, gig tripping begins.

PRICE CHART:

The table below gives a lowdown on ticket prices and travel budget for some of the key upcoming gigs, sports, musical events happening globally. Data has been compiled by Cox & kings: