This article has been powered by We are Europe*.
Author: Andrea Trinidad
Photo Credit: Sergio Albert
Business or pleasure? Not too long ago, one might have answered “Music.”
Over the last decade, concerts and international music festivals sent thousands packing their bags for weekends away, ushering in a new breed of travel known as "music tourism". It was a sign of the times: a globalized world fueled by low-cost airlines, shifting music tastes, and Millennials hungry to experience everything. Places with particularly vibrant nighttime economies—the likes of Amsterdam, Berlin, and London—became popular destinations for tourists eager to see their favorite artists in the flesh. In turn, this phenomenon became invaluable for cities.
Take Barcelona’s Primavera Sound, for example. As one of Europe’s largest festivals, Primavera Sound typically welcomes up to 220,000 attendees each year. Of this number, a study revealed that 56% of festival attendees flew in from overseas. For that weekend festival alone, Barcelona saw a significant spike in hotel stays, restaurant bookings, and museum visits.
This content is restricted to subscribers. If you have already subscribed, please log in. New users may freely register below.