A powerful new trend is sweeping across India's travel landscape, driven by the passion of its youngest generation. A recent survey conducted by the global travel platform Airbnb reveals that over 62 per cent of India's Gen Z is planning to travel specifically for concerts and music festivals in the year 2026. This shift marks a move towards experience-led tourism, where music acts as the primary catalyst for exploration.
Music as the Ultimate Travel Driver
The data underscores a significant behavioural change. For young Indians, music is no longer just entertainment; it's a compelling reason to pack their bags. The survey found that a staggering 76 per cent of Gen Z respondents have already visited a city for the first time purely to attend a live music event. This trend is fueling both domestic and international travel, transforming how destinations are chosen.
These trips are far from fleeting visits. The study highlights that approximately 53 per cent of these young travellers choose to extend their stay beyond the concert dates to immerse themselves in the local culture. They explore neighbourhoods, patronise local cafes, and experience the nightlife, indicating that the concert is merely the starting point for a broader adventure. This pattern shows that cultural moments now influence travel plans more powerfully than traditional holiday calendars or long weekends.
Substantial Economic Impact and Social Travel
The economic contribution of this cohort is considerable. Young travellers are demonstrating a strong willingness to invest in these experiences. Six out of ten survey participants stated they are ready to allocate between 21 to 40 per cent of their monthly income towards music-led travel. On average, respondents spent a significant Rs 51,000 on their most recent event-centric trip.
Furthermore, this form of tourism is inherently social. The preference for travelling in groups is pronounced, with 70 per cent of Gen Z attending these events with friends or in larger groups. This social aspect fuels demand for accommodation that facilitates group gatherings and shared experiences, a niche that platforms like Airbnb are designed to fill.
Global Aspirations and Domestic Dispersion
The allure of concert tourism extends well beyond India's borders. More than 40 per cent of Gen Z travellers expressed openness to travelling internationally for major music events. Their top preferred destinations include the United States (48%), other Asian countries (46%), and Europe (45%).
Domestically, this trend acts as a powerful tool for tourism dispersion. Large-scale festivals and concerts are introducing travellers to new cultural districts and boosting local businesses in areas they might not have otherwise visited. The success of events like Lollapalooza India exemplifies this shift. Data from the festival indicates that 98 per cent of attendees intend to return for future editions, with 62 per cent citing the unique atmosphere as the key draw. Planning for these musical pilgrimages starts early, with 36 per cent of Gen Z beginning their arrangements as soon as an event is announced.
Commenting on this emerging trend, Amanpreet Singh Bajaj, Airbnb's Country Head for India and Southeast Asia, said, "The growing interest in music concerts and festivals has paved the way for a new kind of traveller - someone who sees music as a gateway to discovering new destinations. This emerging form of exploration is reshaping traveller behaviour, driving a rising demand for stays that allow groups to spend time together, gather comfortably, and create memorable shared experiences, which is perfectly aligned with what Airbnb offers."
