UK Music Tourism Market Size & Share

UK Music Tourism Market Summary

The UK music tourism market size was estimated at USD 12.82 billion in 2024 and is projected to reach USD 77.03 billion by 2033, growing at a CAGR of 22.4% from 2025 to 2033. Cities like London, Manchester, Glasgow, and Liverpool anchor the landscape, hosting iconic festivals, arena tours, and grassroots gigs that attract domestic travelers and international fans alike.

Historic venues, from the O2 Arena to the Royal Albert Hall, regularly sell out global artist shows. At the same time, cities such as Brighton and Bristol have carved reputations as vibrant hubs for independent music and cultural festivals. Rising disposable incomes, post-pandemic pent-up demand, and increased connectivity via rail and budget airlines have expanded audiences for live events. In 2023, UK Music reported that over 14.4 million people attended live music events across the country, with notable spikes in tourism-driven attendance in cities hosting festivals like Glastonbury, Reading & Leeds, and TRNSMT. Cities leverage music tourism to drive broader economic benefits, with Liverpool alone estimating that music tourism contributes over USD 317.5 million annually to the local economy.

Governments and councils actively promote music as a tourism pillar. The UK Government’s Tourism Recovery Plan includes support for cultural attractions, while city councils invest in venue upgrades and festival infrastructure. In 2023, Manchester City Council announced funding to enhance the Co-op Live arena development, poised to be the UK’s largest indoor venue, aimed at bolstering music-led tourism. Similarly, Glasgow’s designation as a UNESCO City of Music has inspired initiatives linking music events with local travel experiences.

Consumer behavior is shifting toward bespoke, experience-rich trips. Visitors increasingly curate travel plans around artist tours, festival calendars, and niche music experiences. Music tourists often combine concerts with local food, heritage sites, and regional arts scenes, reflecting a broader trend of experiential travel. Music-focused packages offered by UK tour operators include backstage experiences, exclusive merchandise, and curated city walks tracing the footsteps of legendary bands like The Beatles or Queen.

Digital tools and innovation amplify this momentum. Ticketing platforms like Ticketmaster and Dice integrate personalised recommendations and flexible payment plans, while event apps enhance experiences with digital schedules, cashless payments, and live notifications. Festivals such as Glastonbury and BST Hyde Park livestream performances and offer virtual tickets for fans unable to attend in person. In 2024, Wireless Festival launched a partnership with Snapchat for AR festival filters and interactive maps, increasing engagement among younger audiences.

Marketing efforts align music tourism with lifestyle aspirations. Destination marketing bodies such as VisitBritain actively promote music events as core attractions, featuring music trails and artist-related tourism in campaigns. Social media influencers, musicians, and fan communities drive organic interest through behind-the-scenes content and event vlogs. In early 2024, London’s West End staged a special concert series spotlighting emerging UK talent, drawing both local audiences and international visitors keen to discover new music trends.

This combination of government backing, local initiatives, innovative tech integration, and evolving traveler interests continues to shape the UK music tourism landscape into a significant force within the broader tourism economy.

Consumer Survey & Insights

UK consumers increasingly perceive music tourism as a cornerstone of cultural and lifestyle experiences, blending live performances with heritage exploration, urban leisure, and social identity. This trend is strongly driven by Millennials and Gen Z, who see music festivals and concerts as key motivators for domestic and cross-border travel. For many, music tourism is more than leisure; it’s an avenue for self-expression, cultural belonging, and the creation of shareable moments. Platforms like Ticketmaster, See Tickets, and travel providers such as National Express and Trainline have responded by bundling event tickets with travel, accommodation, and curated local experiences.

Purchasing behavior reflects a growing preference for experiential value, exclusivity, and seamless digital convenience. Demand is high for all-inclusive packages covering festival passes, boutique stays, backstage tours, and regional add-ons like gastronomy or heritage tours. According to VisitBritain data and music industry analyses, domestic music tourists spend, on average, USD 252- USD 441 per trip, while international visitors allocate USD 882 – USD 1,512, depending on event scale and destination. Consumers value the uniqueness of venues, whether iconic arenas like Wembley or historic festival grounds like Glastonbury, as well as the potential for creating social media content. Tech-savvy users expect integrated digital services for ticketing, dynamic itinerary changes, and loyalty rewards for early bookings.

Young professionals are drawn to premium, immersive experiences at festivals like All Points East or BST Hyde Park, seeking elevated hospitality, private viewing areas, and curated food and drink offerings. Students and younger audiences tend to favor affordable options such as indie gigs, smaller festivals, and city-based multi-venue events like The Great Escape in Brighton. Families gravitate toward music events with broader cultural programming, such as classical performances at the BBC Proms or folk festivals offering family zones and kid-friendly activities. Eco-conscious travelers are influencing market dynamics, favoring festivals with sustainability pledges, green transport options, reusable cup schemes, and commitments to reducing plastic waste.

Seasonality and regional diversification continue to shape demand. The UK’s music tourism peaks from late spring through summer, driven by a dense calendar of festivals and outdoor events. However, the winter seasons are increasingly activated by indoor concerts and festive music programming. Regional development plays a significant role, with cities like Manchester, Bristol, and Glasgow investing in music infrastructure and marketing themselves as cultural destinations. Government initiatives, including Arts Council England funding and regional tourism boards, are integrating music into broader place-branding strategies, promoting music tourism as a significant pillar of the UK’s creative and visitor economy.

In the UK music tourism industry, consumer buying decisions are increasingly driven by the perceived experiential value, exclusivity, and cultural prestige of events. Festivals and concerts featuring globally renowned artists, heritage venues, or limited-edition performances generate heightened interest among audiences seeking unique and status-enhancing experiences. Events held in iconic locations such as Glastonbury’s storied festival grounds, the Royal Albert Hall, or stadium shows at Wembley are viewed as “bucket list” moments, adding symbolic value and social currency for attendees. Organizers who position their events as rare, high-profile, or offer special access through VIP tickets, backstage experiences, or exclusive hospitality packages are more successful in capturing demand from experience-driven consumers seeking distinction and memorable storytelling opportunities.

Moreover, UK music tourists increasingly favor bundled, frictionless experiences that integrate travel, accommodation, and event access. Packages combining festival tickets with boutique hotels, coach transfers, or curated local activities are in high demand, especially for multi-day events or festivals outside major cities. Time efficiency and convenience are key priorities, with consumers expecting digital platforms to offer seamless planning tools, mobile tickets, dynamic schedule updates, and integrated transport solutions. This is particularly crucial for urban dwellers and younger audiences who value spontaneity but also demand tech-enabled ease in managing their travel and live music experiences. Sustainability also plays an important role, with consumers preferring organizers and partners who provide eco-friendly travel options, reusable merchandise schemes, and transparent sustainability commitments as part of the event offering.

Event Insights

The concert events segment led the market with the largest revenue share of 58.31% in 2024, propelled by strong domestic and international demand for live performances, headline artists, and the diversity of genres ranging from pop and rock to electronic, classical, and folk. Domestic travelers are increasingly motivated to visit cities and regions hosting high-profile music events that showcase the UK’s vibrant contemporary music scene as well as its deep-rooted musical heritage. Events like Glastonbury, BST Hyde Park, and the BBC Proms attract audiences eager for iconic performances, social connection, and cultural exploration.

The music festival events segment is projected to grow at the fastest CAGR of 24.8% over the forecast period. Younger audiences, especially Gen Z and Millennials, increasingly value live music as a form of personal expression and community connection, fuelling demand for diverse events ranging from major festivals like Glastonbury to niche gatherings focused on indie, electronic, or folk genres. Advances in digital technology are making ticket purchasing, travel planning, and real-time event engagement easier than ever, encouraging spontaneous travel decisions and repeat attendance. In addition, regional development initiatives and government support for cultural tourism are expanding the festival landscape beyond traditional urban hubs, creating new destinations and boosting local economies.

Age Group Insights

The 18 – 34 years segment led the market with the largest revenue share of 74.95% in 2024. This group is keen to explore festivals and concerts as gateways to new cities, food scenes, art, and local communities, often extending trips beyond the event itself. The rise of flexible remote work and gig economy jobs allows many young adults to combine leisure travel with work, making mid-week events and multi-day festivals more accessible. In addition, music tourism offers this demographic a sense of belonging and mental escape, contributing to well-being and stress relief in a fast-paced digital age. They’re also driven by the fear of missing out (FOMO) on trending events, leading to quicker purchasing decisions and higher spending on unique or once-in-a-lifetime performances.

The 34 – 54 years segment is projected to grow at the fastest CAGR of 26.4% over the forecast period. Many in this age group seek high-quality, comfortable experiences, favouring premium concert tickets, boutique accommodations, and curated festival services that blend entertainment with relaxation and cultural exploration. In addition, this demographic often has greater financial stability, allowing them to invest in travel for iconic events, heritage music venues, or special anniversary tours of beloved artists. As festivals and concert organisers increasingly cater to diverse audiences with family-friendly amenities, accessible facilities, and sophisticated hospitality offerings, music tourism appeals more strongly to mid-life travellers looking for memorable, meaningful experiences that go beyond standard leisure trips.

Booking Mode Insights

The online travel agencies segment led the market with the largest revenue share of 66.28% in 2024. These platforms serve the growing preference for online research, comparison, and seamless booking, particularly among younger audiences who plan music trips around festivals, concerts, and cultural events. Competitive pricing, tailored package options, and exclusive deals on festival tickets and live music experiences make online channels highly attractive.

Moreover, digital platforms leverage social media integration, user-generated reviews, and influencer partnerships to enhance visibility and build trust for music tourism offerings. The convenience of managing tickets, accommodation, and transport in one place, coupled with features like real-time updates and flexible booking policies, has solidified online agencies as the dominant choice for travellers seeking efficient, personalized music tourism planning in the UK.

The direct bookings segment is projected to grow at the fastest CAGR of 24.5% over the forecast period. Many festivals and venues, such as Glastonbury, The O2, and the Royal Albert Hall, have developed highly sophisticated direct ticketing systems, offering fans priority access, payment plans, and official resale platforms that reduce the risk of scams and inflated secondary-market prices, a major concern for consumers in recent years. In addition, music fans often seek early-bird tickets and presale opportunities available exclusively through artists’ official channels, fan clubs, or venue memberships, making direct booking the only route to secure these coveted spots.

Key UK Music Tourism Company Insights

The UK music tourism industry consists of a mix of well-established promoters and innovative newcomers who continuously evolve to meet shifting consumer preferences through inventive festival formats, diverse artist rosters, and immersive live experiences. Leading national and international organisers prioritise delivering top-tier productions across genres, from pop and rock to classical, electronic, and folk, often enhancing events with cutting-edge digital ticketing solutions, interactive art installations, and locally curated food and cultural elements. To broaden their reach, these players partner with regional tourism boards, hospitality providers, and transportation services, while amplifying visibility through social media campaigns and collaborations with influencers and artists.

Strategic alliances, such as partnerships with heritage sites, arts councils, and city branding initiatives, empower organisers to launch niche events like boutique festivals, heritage-themed concerts, and urban music trails tailored to both domestic and international visitors. In addition, agile programming and region-specific content enable the UK music tourism sector to swiftly adapt to new trends in experiential travel and cultural engagement, sustaining growth in a dynamic and competitive market.

Recent Developments

• In June 2025, Cuffe & Taylor, part of Live Nation, and IMG announced the launch of a new five-day festival at Blenheim Palace in Oxfordshire, set to debut in summer 2026. The event will replace the long-running Nocturne Live series and promises a diverse programme of live music, arts experiences, and gourmet food offerings, all set within the palace’s historic grounds. Organizers intend the festival to attract a wide audience, from music lovers to families and cultural enthusiasts, with further details on artists and dates scheduled for release later in 2025.

• In December 2024, AEG and Goldenvoice launched Forever Now, the UK counterpart to Cruel World, with its premiere set for June in Milton Keynes. The festival spotlights post‑punk and alternative legends, headlined by Kraftwerk, The The, and Billy Idol. Other notable acts include Johnny Marr, The Damned (performing The Black Album in full), The Jesus & Mary Chain, Death Cult, Public Image Ltd, Peter Murphy, Happy Mondays, The Chameleons, PiL, Berlin, Theatre of Hate, UK Decay, and She Wants Revenge. The event spans two main stages and adds a third “Echo Chamber” stage featuring artist interviews and panels curated by writer John Robb.

UK Music Tourism Market Report Scope

UK Music Tourism Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the UK music tourism market report based on event, age group, and booking mode:

• Event Outlook (Revenue, USD Billion, 2021 – 2033)

  
  

• Age Group Outlook (Revenue, USD Billion, 2021 – 2033)

  • 18 and Less

  • 18 – 34 Years

  • 34 – 54 Years

  • 55+ Years

• Booking Mode Outlook (Revenue, USD Billion, 2021 – 2033)

  • Direct Booking

  • Travel Agents

  • Online Travel Agencies