justfly.com, an online travel agency and a subsidiary of Momentum Ventures has released new survey findings highlighting the growing influence of music and concerts on travel decisions. Conducted among 2,000 U.S. respondents, the survey reveals that 76% of participants would consider traveling to another city or country for a concert or music festival if securing tickets were easier.
Henri Chelhot, CEO of justfly.com, emphasized the profound connection between music and travel, noting that music has the power to inspire exploration and create lasting memories. He pointed out that the survey results reinforce how music not only shapes personal experiences but also influences the choice of travel destinations.
The study uncovered several key insights, including the role of music in travel nostalgia, its impact on motivation, and the rise of festival tourism.
A significant 64% of respondents stated that particular songs or music genres reminded them of past vacations. This sentiment was even stronger among those aged 25-34, with 75% agreeing. Additionally, 63% of all respondents indicated that certain music inspired them to visit specific locations, with the 25-34 age group leading at 76%.
The findings suggest that nostalgia plays a crucial role in travel choices, as hearing a familiar song can encourage travelers to revisit destinations tied to cherished memories. Moreover, many travelers are influenced by lyrics and musical references, with 42% expressing interest in visiting destinations mentioned in popular songs. Cities strongly associated with specific genres—such as Nashville for country music or Jamaica for reggae—hold a unique appeal for music enthusiasts.
Among those willing to travel for a concert or festival, the average expected expenditure (excluding ticket costs) is $1,800. The survey also found that 61% believe music festivals are becoming a primary reason to travel. However, perspectives on their impact remain divided. While 70% consider concerts and festivals beneficial for host cities, 54% worry that these events may compromise the authenticity of destinations, turning them into party hotspots.
These results highlight the global draw of events like Coachella and Tomorrowland, which offer more than just music—they provide immersive cultural experiences that enhance travelers’ journeys.
With major tours scheduled for 2025 from artists such as Bad Bunny, Maroon 5, and Katy Perry, the survey suggests that cities hosting these events are likely to benefit from increased tourism, visibility, and economic growth.
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