Music has quietly become one of the most powerful forces shaping travel choices among young Indians. Airbnb’s new Experience-Led Travel Insights has revealed that Gen Z are increasingly planning trips around live concerts and festivals, turning gigs into gateways for discovering new cities, extending stays, and spending time exploring local neighborhoods well beyond the main event. For this generation, travel decisions are being driven less by calendars and more by culture. Live events and IRL experiences influence where they go, who they travel with and how deeply they engage with the destination. In 2026, music is set to play an even bigger role in shaping travel behavior, with 62% of Gen Z planning trips around concerts and music festivals. This intent is already reflected in their current behavior: more than one in three (36%) start planning their trip as soon as they hear of an event.
A clear indication of how central music is to travel for young Indians: how they are willing to cross literal oceans to watch their favorite artists perform live. Over 40% are willing to travel internationally for an event, with destinations across the USA (48%), Europe (45%) and the rest of Asia (46%) featuring equally in their consideration. 65% of Gen Z travelers prefer staying close to event locations, which often become starting points for deeper exploration. More than half (53%) of them extend their trip, spending time—and money—in local cafés, nightlife, cultural spaces, gigs, and neighborhoods, supporting local businesses and communities. This effect is amplified by social travel patterns, with 70% attending concerts with friends or groups. Six in ten young travelers are willing to allocate 21–40% of their monthly income to music-led travel and experiences, with one in ten willing to spend up to half their monthly income. Concert tourism is also a significant avenue for dispersing tourism, with 76% of respondents saying they had visited a city for the first time because of a concert or music festival, highlighting how live events are introducing young Indians to new cities, neighborhoods, and cultural districts.
Amanpreet Singh Bajaj, Airbnb’s Country Head for India and Southeast Asia, said, “At Airbnb, we’re seeing how concert tourism is opening up entire neighborhoods and communities to young travelers, and the meaningful impact this creates.” 62% of attendees say the festival’s atmosphere keeps them coming back, and 98% express intent to return, signaling how music-led travel is fast becoming a mainstream cultural behavior. Building on this momentum, Airbnb has partnered with Lollapalooza India as part of its first-ever global live music partnership, offering guests one-of-a-kind fan experiences and stays that bring them closer to the music they love at the 2026 edition, taking place in Mumbai on January 24–25 at Mahalaxmi Racecourse.
