The events industry continues to drive travel growth, according to data emerging from across the sector. A new survey from Arival shows that an event is a “big factor” in choosing a travel destination for travellers across Europe and the United States, while data from the US National Travel and Tourism Office (NTTO) indicates the 2026 World Cup is shoring up flagging US hotel bookings. And live music has been deemed “better than sex” by 70% of respondents to Live Nation research.
Arival’s survey asked 2,400 event goers in the United States, France, Germany, Spain, and the United Kingdom about their attitudes to events and travel. Sport was a key driver of travel among the majority of American and European respondents, but performing arts did better among the 55 years and over segment.
For 40% of Europeans aged between 18 and 34, events ranging from sports to concerts to festivals were rated as a “big factor” when it came to destination selection. That figure rises to 50% for Americans of the same age. And when it comes to spending, older millennials and Gen X travellers splash out the most ($380 per event) in the US, but Gen Z and younger millennial consumers spend the most in Europe, averaging €220 per event.
Arival CEO and co-founder Douglas Quinby said, “Events are becoming a key driver of travel planning, especially for younger generations.” He described “a fundamental shift in the travel decision-making process” in which “the concert or match isn’t just part of the itinerary — it’s the reason they’re going.”
@elinsaraaxelsson im always up for a trip and a concert 🫣 #concert #fangirl #travel inspired by: @Maddie | NYC Content Creator ♬ original sound – song lyrics ִ ࣪𖤐
Quinby argues that destinations, operators, and promoters will need to rethink product design. With just 25% of event goers booking their ticket through a travel website, better incorporation of event booking into travel booking platforms and websites is one way events and travel products could be streamlined.
Following that advice could make all the difference to the US travel sector, which has seen a generalised downward slump that in some areas is being mitigated by 2026 World Cup bookings. While some host cities are seeing a pricing surge, Skift reports, others are failing to capitalise or “still waiting for booking to materialise.”
The live music effect could also breathe new life into travel sales. Ticketing site Live Nation has released research showing 70% of respondents to a recent survey rate going to a gig as a better form of entertainment than sex, especially if the event involved travelling to get there. With some of today’s most massive acts, including Ariane Grande, Lady Gaga, Ed Sheeran, and The Weeknd, lined up for 2026 international touring dates already, the marriage of travel and music could prove very productive.
