Tuesday, June 24, 2025
The global travel market is witnessing a revolutionary change during 2025, and event travel, particularly around sports, music, and culture, is taking center stage. As consumers are asking for more experiential and personally customized holidays, destinations are slowly becoming less about the destination and more about the experience they are capable of offering. Whether one wishes to experience a high-ticket sporting event, accompany a band on their tour, or experience the cinematic and television world, today’s traveler wishes to experience once-in-a-lifetime occasions. According to Accor’s European Travel Trends report, 53% of European travelers intend to increase their travel budget during 2025, with a clear focus on wellness, sport, culture, and sustainability.
The Power of Sports and Music Tourism
Sports and music have always been key motivators for travel, but these sectors are now gaining even more influence in shaping global travel patterns. The rise of “gig-tripping,” a term used to describe traveling specifically for concerts or sports events, is particularly pronounced among younger generations. This phenomenon is redefining travel as we know it. Major sporting events and music tours are increasingly dictating when and where people travel.
A case in point is the economic impact of Taylor Swift’s “Eras Tour.” According to QuestionPro, the tour generated an estimated €5 billion in global economic benefits. In Paris alone, her concerts attracted 13% of ticket buyers from the U.S., showcasing the far-reaching influence of major music events. Likewise, the IBIS “Go Get It” Trends Report highlighted that sports tourism was valued at $564.7 billion in 2023, with a 12% increase expected in 2024.
The Economic Impact of Music and Sports Events
Music and sports events continue to boost local economies, particularly in hospitality and tourism. For example, during the 2024 Paris Olympic Games, the city experienced a significant surge in hotel revenue, with a RevPAR (revenue per available room) of €210.7, higher than the €191.0 RevPAR seen during Taylor Swift’s May 2024 concert in Paris. While the Olympics generated substantial increases in hotel revenue, the Taylor Swift concert had a more profound impact on hotel occupancy, attracting a diverse group of international visitors.
Accor, one of the world’s leading hospitality companies, has capitalized on this growing trend. With its partnership with global sports brands like Paris Saint-Germain (PSG), Accor provides fans with opportunities to stay at iconic sports venues like Parc des Princes, home of PSG, through its La Suite Novotel offerings. By aligning with high-profile events, Accor has positioned itself as a key player in the booming gig-tourism sector.
Innovative Partnerships Driving Experience-Based Travel
Hotel brands have also begun focusing on experience-driven travel, offering travelers access to unique events and locations that enhance their overall experience. Accor’s booking platform, ALL (Accor Live Limitless), offers members exclusive access to high-profile events ranging from tennis tournaments to major concerts, as well as cultural experiences such as visits to the Louvre Museum and Sydney Opera House. This loyalty program not only offers added value to customers but also deepens their emotional connection with the brand by tying travel to their passions.
The concept of experience-driven travel is further reflected in Accor’s collaboration with ibis RockCorps, which promotes community engagement through music. The initiative encourages participants to volunteer for local projects, offering them concert tickets in return. For the 2024 edition, volunteers who contributed four hours to community initiatives received tickets to attend the RockCorps France concert, which featured performances by popular rap artists. This movement is set to continue in 2025, bringing music and community together while encouraging travelers to explore destinations in a socially responsible way.
Set-Jetting: Exploring Filming Locations
Another emerging trend in travel for 2025 is “set-jetting”—the act of visiting filming locations of popular TV shows and movies. From the neon-lit streets of Seoul seen in Squid Game to The Plaza Hotel in New York featured in Home Alone 2, fans are eager to explore the worlds of their favorite on-screen moments. According to a British Airways report, 78% of travelers expressed interest in visiting a destination after seeing it in a movie or TV show, highlighting the growing influence of pop culture on travel decisions.
One notable example is The Norway Assignment, inspired by the Mission: Impossible franchise, where travelers can explore Norway’s dramatic landscapes, much like Ethan Hunt does on screen. This trend is another indication of how the power of visual media is shaping the future of tourism. Accor, recognizing the appeal of set-jetting, is looking to capitalize on these trends by offering curated travel experiences that align with pop culture interests.
Accor’s Strategic Position in the Evolving Hospitality Landscape
As one of the leading global hospitality brands, Accor has been at the forefront of identifying and responding to emerging travel trends. Through its From Change to Opportunity content series, Accor delves into the shifts influencing the hospitality industry and explores ways to leverage these changes into opportunities for business growth. Its recent report, The New Quality of Time: How the World’s New Tempo is Impacting Hospitality, highlights a shift in traveler behavior towards seeking more meaningful, experience-driven travel that aligns with their personal passions and interests.
Accor’s dedication to enhancing the travel experience is evident not only in its partnerships with major sports and cultural events but also in its innovations in hospitality offerings. Through collaborations with major international sporting events, as well as iconic cultural landmarks, Accor is able to offer travelers a unique blend of luxury, culture, and entertainment—tailoring every stay to the specific interests of their guests.
Conclusion: The Future of Event Tourism
The event tourism explosion is reshaping the face of international travel in 2025. With experience overtaking destinations as far as travel is concerned, the travel and hospitality industry must change to address these new needs. With sporting events, music events, and cultural events spawning enormous economic stimuli within international cities, the future of travel is much related to these positive cultural impulses. Whether one goes to a concert, a sporting event, or to an iconic screen set, today’s traveler is more focused than ever on making once-in-a-lifetime memories. With this change come enormous possibilities within the travel and hospitality industries to tie their products to today’s explorers’ interests.
References: Accor’s European Travel Trends Report 2025
Tags: Australia, brazil, france, India, london, New York, norway, Paris, Seoul, sydney, usa
