Events Leading the Charge for Travel: Insights from Arival
Younger travelers are increasingly basing their trip plans around live events such as concerts and sports matches, according to recent findings.
Events Leading the Charge for Travel: Insights from Arival
Young travelers are planning trips centered on concerts, matches, and performances.
The latest report from Arival reveals a significant change in how younger travelers plan and spend on trips. Live events, from music festivals and cultural performances to sporting events, are no longer mere add-ons; they have become the primary motivation for travel. The Event-Driven Traveler report, based on a survey of 2,400 US and European travelers conducted in fall 2024, shows that nearly half of US travelers aged 18–34 and two in five Europeans state that live events heavily influence their destination choice. This trend reshapes travel itineraries, boosts spending, and creates new opportunities for experience providers.
Key Findings
- 73% of US travelers and 60% of Europeans attended an event in 2024.
- Young travelers attended an average of 3.7 events per year in the US and 3.0 in Europe.
- US travelers aged 35-54 spent nearly $400 per event, the highest among all groups.
- European travelers aged 18–34 had an average spend of €221 per event, again leading all age groups.
- Sports dominate event attendance, while older travelers show strong interest in the performing arts.
- Over 53% of travelers book event tickets prior to their trip.
A large percentage of young travelers prioritizes tickets before departure to ensure access. The report emphasizes that events shape the entire travel experience, with sporting contests leading the attendance list. The concert or match is often the main reason for the trip rather than just an itinerary stop. As Douglas Quinby notes, “Events are becoming a key driver of travel planning, especially for younger generations. Operators who connect the dots between events, local experiences, and seamless booking will thrive.”
These insights will be fundamental discussions at the upcoming Arival 360 Valencia, set for April 27-29, 2026, focusing on adapting tour and activity strategies to this evolving landscape.
