Deeper Dive: Tour Tourism is Stealing the Show (And So Can You)

The travel industry is a big fan of fans. And with good reason. Tour tourism, often called music tourism or concert tourism, has been around for a long time. Still, recently the number of concert and festival-goers following their favorite artists across the country (and the globe!) has been off the charts. Ignited by the fandom of Taylor Swift’s Eras Tour in 2024, this travel trend isn’t showing any signs of slowing down. In fact, recent data indicates that the global music tourism market is projected to reach $13 billion by 2032. Growth this significant deserves a standing ovation. And destinations, it’s your time to shine and step into the spotlight too.

Tour tourism is more than a trend. It’s an economy booster. Cities hosting major concerts and festivals can expect to see a significant increase in heads in beds and boosted restaurant bookings. Local businesses, attractions, transportation–they all reap the benefits of extra foot traffic. The trick is making your destination stand out. Presenting it as not just a worthy place to stay, but an experience to be treasured. While it won’t happen overnight, there are plenty of ways DMOs can step up their tour tourism game. Here are just some ideas.

Make fans feel special.

Speak their language. Offer a signature drink at the hotel bar or a menu item at the restaurant. Offer themed merchandise or aptly named sweet treats at the gift shop. Get creative. Let them know you recognize them and you’re a fan of their business.

Go all out.

Outside that is. Get creative with what’s outside of your hotel or destination with the intent of bringing people in. A banner that welcomes fans and colorful, creative signage that gives a nod to those attending can draw attention for sure. And with today’s social media-focused society, it could be a viral hit.

Add an experience.

A pop-up activity outside your destination that leans into the festival or artist (a la friendship bracelet making during Taylor Swift’s Eras Tour) will go a long way. Your city or town will be crawling with fans. And if they aren’t staying with you this time, give them an added interactive undertaking to remember so they will on the next go-round.

Offer travel deals.

Discounts and perks speak volumes, especially to fans who travel frequently. Get your best offers out there through your site and other marketing efforts. Let the public know about the big upcoming musical events that will be taking place nearby too.

Bundle up.

Create a concert package that bundles a stay at your destination, transportation to the show and free merch. Collaborate with concert promoters and ticket agencies to offer fans the chance to win free tickets. Your promos and special touches will be music to their ears.

Drive up your social appeal.

It’s a best practice to lean into the talents of event and travel influencers to share what makes your destination so awesome. Go beyond what makes it a great place to stay. Showcase nearby culture, cuisine and attractions to give concert and festival lovers plenty of reasons to stick around after the show.

Let Dana Communications set the stage for your destination’s success.  With 45 years in the travel and tourism arena, we have the results-driven strategies, brilliant creative, multi-faceted media strategies and up-to-the-minute design to make your brand the star of the show. Let’s talk tourism. Contact Lynn Kaniper at 609.466.9187 ext. 117.