More than 70% of travellers prioritize unique experiences over material possessions, highlighting a substantial shift in travel preferences toward immersive experiences.

atlys, a leading visa processing platform, has reported a significant uptick in visa applications driven by travellers seeking out global concerts, sports events, and festivals. This shift highlights the growing preference for experiential tourism, where people travel to immerse themselves in unique events and cultural celebrations rather than traditional sightseeing.

According to the OECD’s Tourism Trends and Policies report, the focus on experience-driven tourism has significantly increased, with travellers, particularly millennials and Gen Z, seeking meaningful experiences. The report highlights that over 70% of travellers now prioritize unique experiences over material possessions, indicating a significant shift in travel preferences.

A defining trend with the experiential luxury travel surge is the phenomenon known as ‘gig tripping,’ where music lovers cross borders to attend live performances.

Visa applications have spiked by 20% for Taylor Swift’s Eras Tour alone, as fans prioritize live concerts as part of their travel experiences.

Coldplay’s global tour and Diljit Dosanjh’s Illuminati Tour have also contributed significantly, with Diljit’s tour alone driving a 10% increase in visa applications, particularly among young adults aged 25-35 from cities like Mumbai and Bangalore. This trend highlights how live performances are no longer just entertainment but are becoming pivotal reasons for international travel.

Similarly, sports-driven travel has seen a surge in visa demand. The Abu Dhabi Grand Prix, along with races in the US, Mexico, and Brazil, has led to a 10-12% increase in visa requests from major Indian cities such as Delhi, Mumbai, and Hyderabad, especially around race weekends – key figures driving experiential travel.

Meanwhile, the 2024 Paris Olympics sparked a 60% surge in visa applications from India as sports enthusiasts geared up to witness the historic event firsthand.

Festivals remain another strong motivator for experiential travel journeys, with global events like Germany’s Oktoberfest driving an 18% rise in visa applications.

Cultural festivals such as Diwali and Durga Puja are similarly driving demand. Visa requests have increased by 15-18% as NRIs and international visitors from Europe, the US, and Southeast Asia plan trips to India to partake in these rich cultural celebrations. Mumbai and Kolkata, in particular, are set to see a high influx of visitors, underscoring how festivals are vital to reconnecting with cultural roots and family traditions and how they contribute to the rise of experiential travel.

Mohak Nahta, Founder and CEO of atlys, commented: “This surge in experiential travel marks a turning point in how people plan their journeys. It’s no longer just about destinations—it’s about the experiences that resonate with them, whether that’s a concert, a sporting event, or a cultural festival. At atlys, we’re thrilled to make the visa process easy and fast, so travellers can focus on making memories rather than getting stuck in paperwork.”

With the holiday season and year-end events approaching, atlys expects these trends to continue, as travellers increasingly look for opportunities to attend concerts, sports events, and festivals across the globe.

ixigo Data reveals a surge in Music Tourism: Travel bookings skyrocket for Coldplay & Diljit concerts

India is witnessing a surge in travel bookings as fans flock to highly anticipated concerts by global superstar Coldplay and Punjabi sensation Diljit Dosanjh. ixigo has observed a sharp rise in flight, train, and bus bookings and searches to key concert cities, reflecting the growing trend of experiential travel in India.

Mumbai, which will host Coldplay’s concert between 18-21 January 2025, has experienced a staggering 350% year-on-year (YoY) increase in flight bookings.

Chandigarh, one of the destinations for the DIL-UMINATI India tour, has seen a 300% YoY surge in flight bookings, leading to the demand for Diljit’s concerts as a part of the experiential travel trend.

Other DIL-UMINATI concert cities like Delhi, Ahmedabad, and Indore have recorded an average 100% YoY growth in flight bookings on their respective concert dates.

Aloke Bajpai, Group CEO, ixigo, shared his thoughts on this trend: “We’ve observed a significant shift in Indian travellers’ preferences, with more people willing to spend on experiences like music concerts and festivals. The passion for live performances is driving fans to travel, and this surge in bookings across flights, trains, and buses shows how music tourism is becoming a major force in the country.”

He added, ” This increased demand is also affecting airfares for major concert dates, with one-way non-stop flights from Bangalore to Delhi, typically priced around Rs 6,500, now reaching Rs 16,000 on October 26th. Likewise, a one-way flight from Mumbai to Delhi, which usually costs around Rs 5,700 in October, will now cost travellers Rs 12,000 on October 26th.”

Dinesh Kumar Kotha, CEO, ixigo Trains & ConfirmTkt, highlighted the rise in train bookings: “Fans of Diljit Dosanjh and Coldplay are opting for train journeys to attend the upcoming concerts. Train travel demand for Diljit’s shows in October & November in  Delhi, Hyderabad, and Bangalore has seen an average MoM increase of 85-90% in train bookings. Coldplay’s Mumbai concert has driven a massive 800% YoY growth in train bookings between 18-21st January 2025.” 

Rohit Sharma, COO, AbhiBus, shared insights on the rising bus travel demand: “Searches for bus tickets to Diljit Dosanjh’s concert destinations have spiked on our platform. Ahmedabad is leading with a week-on-week growth of 25-38%, followed by Pune and Bangalore. Notably, we are also witnessing strong demand from tier-2 cities such as Jaipur, Nagpur, Dehradun, Varanasi, Indore, Surat, and Kanpur for Diljit’s concerts.”

ixigo TRAVEL DATA | MUSIC TOURISM

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The museum exhibition brings to life Ailey’s words: “I wanted to paint. I made watercolours. I wanted to sculpt. I wrote poetry. I wanted to write the great American novel,” and describes his dances as “movements full of images.”

This dynamic showcase combines visual art, live performance, music, a range of archival materials, and a multi-screen video installation drawn from recordings of Alvin Ailey’s American Dance Theater (AAADT) repertory to explore the full range of Ailey’s personal and creative life.

Edges of Ailey – an immersive exhibition

Presented in three parts, Edges of Ailey consists of an immersive exhibition in the Museum’s 18,000 square-foot fifth-floor galleries, an ambitious suite of performances in the Museum’s third-floor Theater, and an accompanying scholarly catalogue.

The exhibition centres on the man himself, capturing the full range of Ailey’s passions, curiosities, and creativity revealed in his archives, across his dances, and within a continuum of other artists spanning nearly two centuries. These elements form a historical account, provide a constellatory survey, and unfold as a tribute to the legendary artist’s life, career, and far-reaching impact on the histories of dance, Black creativity, and American culture. Edges of Ailey affirms the artist’s place as one of the most culturally and historically significant artistic figures in the United States and the world.

“Following six years of dreaming, planning, and researching, the extravaganza that is Edges of Ailey finally enters the world,” said Adrienne Edwards, Engell Speyer Family Senior Curator and Associate Director of Curatorial Programs. adding, ” Now audiences will have the chance to know his story. It is no small task to hold someone’s legacy of this cultural magnitude in your hands. We have made something that aims to have the same imagination, sparkle, generosity, rigour, and daring as did he.”

Edges of Ailey was developed through extensive archival research. From the sweeping holdings of performance footage, recorded interviews, notebooks, letters, choreographic notes, and drawings, to other ephemera gathered from nearly 10 sources, the archives forge a vital throughline in the gallery. A dynamic montage of Ailey’s life and dances will play on a loop across an 18-channel video installation, created by filmmakers Josh Begley and Kya Lou, with Edwards.

This film is composed of newly digitized performance documentation, dances made for the camera, animated archival images, televised broadcasts, and contextual footage of cultural, social, political, and social events of the time.

Visitors also encounter intimate displays of never-before-seen selections from Ailey’s archive, providing a foundation for understanding everything from his daily routine and artistic thinking to the demands of touring and his grappling with being gay. Ailey’s short stories and poems are shown publicly and reproduced in the catalogue for the first time. 

The ways Ailey appears in the show through archives form a surround, circling the galleries, which are presented in red: walls, an archipelago of elevated platforms, customized systems of display, and curtains. This staging of deep crimson reflects Ailey’s formative “blood memories” as well as the colour of theatre curtains and seating of the proscenium theatres in which Ailey’s dances are typically performed, and the pews and carpets of many Southern Black churches.

The exhibition is arranged thematically into sections that span an expanded Black southern imaginary that enfolds histories of the American South with those of the Caribbean, Brazil, and West Africa; the enduring practices of Black spirituality; the profound conditions and effects of Black migration; the resilience for and necessity of an intersectional Black liberation; the prominence of Black women in Ailey’s life; and the robust histories and experiments of Black music; along with the myriad representations of Blackness in dance and meditations on dance after Ailey. 

Throughout the presentation of Edges of Ailey, a robust live performance program in the Museum’s third-floor Theater will accompany the in-gallery component. The performance series is inspired, motivated, and organized to reflect Ailey’s commitment to building a platform for Black modern dancers and choreographers. The performances feature all facets of the AILEY organization in residency at the Whitney for one week each month, for a total of five weeks.

This allows visitors to experience the full scope of Ailey’s world and legacy, including performances of classic and contemporary works by the two repertory companies—Alvin Ailey American Dance Theater and Ailey II—as well as showcases by students from The Ailey School, workshops and education programs from Ailey Arts In Education, and classes from Ailey Extension. 

“Edges of Ailey is one of—if not the—most ambitious and complex exhibitions undertaken in the Whitney’s history,” said Scott Rothkopf, the Alice Pratt Brown Director of the Whitney. “Now is Ailey’s time and our time as an art museum to recognize his immense creative force not simply as one of the 20th century’s greatest American choreographers, nor as its greatest Black choreographer, but as one of the greatest artists working in any medium anywhere in the world. This exhibition situates Ailey—and those he drew on and inspired—smack in the middle of the avant-garde, right where they belong.”

Edges of Ailey is organized by the Whitney Museum in collaboration with the Alvin Ailey Dance Foundation. The exhibition is curated by Adrienne Edwards, Engell Speyer Family Senior Curator and Associate Director of Curatorial Programs, with Joshua Lubin-Levy, Curatorial Research Associate, and CJ Salapare, Curatorial Assistant.

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Regardless of whether you’re a fan or not of the pop icon, her presence in the public eye is undeniable. Her songs are ubiquitous and frequently dominate the charts. Yet, in recent years, another dimension of her fame has captured the public’s attention: her dedicated commitment to significantly reducing her carbon footprint.

The reasons are not difficult to gauge. In recent times, her concerts have drawn significant ire from experts, who have criticized them for contributing to burgeoning carbon emissions.  Furthermore, her recent performances in Seattle resulted in seismic activity comparable to a 2.3-magnitude earthquake.

Seismologist Jackie Caplan-Auerbach attributed this phenomenon to either Swift’s dedicated fan base or the powerful sound system. This incident stands as just one example of the profound influence Swift wields over our contemporary cultural landscape.

Being one of the highest-selling recording artiste of all time, Taylor Swift has garnered significant attention in recent years. She began her professional career in 2005 with country music. After initial moderate success, she found herself amid international stardom with hit albums like Fearless (2008) and singles like Love Story and You Belong With Me. She experimented with rock and electronic elements with Red and We Are Never Getting Back Together.

Later on, she started departing from her country image and started incorporating other influences like synth-pop, alternative rock and even hip-hop. Experts say that her music has had a deep impact on the popular culture of America.  As such, concerns have also been raised about the environmental impact of her mammoth-sized concerts.

The Swifties Phenomena

The term “Swiftie” identifies the fiercely loyal and enthusiastic followers of the singer-songwriter Taylor Swift. These fans, spanning a range of age groups, are not just casual listeners but are deeply engaged with Swift’s music, spanning her country and pop career successes.

Swifties are known for their extensive knowledge of her discography, active involvement in fan circles, and unwavering support across concerts, social media, and fan events. The nickname “Swiftie,” blending Swift’s surname with a friendly suffix “-ie,” encapsulates the affection and camaraderie within this fan community.

Taylor Swift herself has often engaged with and expressed gratitude towards her Swifties, recognizing their integral role in her career and occasionally integrating their fervour into her projects. Recognized broadly in pop culture and by media outlets, “Swiftie” epitomizes the dedicated fan base behind Taylor Swift.

Taylor Swift and Sustainability

When it comes to sustainability and environmentally friendly efforts, many celebrities tend to engage in mere token gestures. Whether they’re featured in videos endorsing eco-friendly initiatives or making appearances at glamorous events championing environmental causes, celebrities often seem to use their support for these issues primarily as opportunities for publicity. However, Taylor Swift is a noteworthy exception to this trend.   

Taylor Swift, in her own right, has taken tangible actions to embrace sustainability. Her dedication to wildlife preservation was evident in her 2014 video “Wildest Dreams,” where she committed to channelling all music sales proceeds towards wildlife conservation via non-profit organizations.

 In 2019, Taylor Swift joined forces with the renowned eco-conscious designer Stella McCartney to establish the Lover Collection—an environmentally friendly fashion line composed of sustainable attire. Her commitment to sustainability extends beyond the environmental realm, encompassing the development of local communities. Following the devastating 2022 tornado in Nashville, she generously contributed $1 million to aid in the relief efforts.

In 2011, Taylor Swift actively participated in UNICEF’s Tap Project Initiative, wherein celebrities sold water from their own homes to raise $2.5 million for individuals lacking access to clean drinking water. Furthermore, her devotion to nature harmonizes seamlessly with her support for country music. She allocated $4 million of her wealth to establish the Taylor Swift Education Centre, dedicated to educating young individuals about the history of country music.

Taylor Swift also plays an active role in the Make-A-Wish Foundation, visiting children at St. Jude’s Children’s Research Hospital, and making substantial donations to the Joyful Heart Foundation while closely monitoring their work.

Even though her tours result in more than 8,000 tonnes of carbon emissions, Taylor Swift appears to have more than compensated for this environmental impact through her continuous efforts to support both the environment and the community.

The Taylor Swift Era Tour

The Taylor Swift Era Tour has been a monumental journey through the storied career of one of pop music’s most enduring icons. Each show is a masterful blend of nostalgia and novelty, whisking fans away on a dazzling trip through time with Taylor’s ever-evolving sound.

From her country roots to her synth-pop peaks and indie folk turns, the tour showcases the versatility and depth of her musical catalogue. Fans are treated to a spectacle of lights, elaborate stage setups, and heartfelt performances that span her entire discography, with each era of Taylor’s music getting its moment in the spotlight.

Taylor Swift’s Eras Tour has taken the world by storm as her sixth and most epic concert tour to date. Kicking off on March 17, 2023, in Glendale, Arizona, and wrapping up on December 8, 2024, in Vancouver, Canada, this musical journey spans 152 shows across five continents. Notably, it’s the first tour ever to break the $1 billion revenue mark, setting a new record as the highest-grossing tour in history.

Following the release of her tenth studio album, “Midnights” (2022), Swift embarked on this monumental tour, marking her second venture into all-stadium performances since the Reputation Stadium Tour in 2018. Each show is a marathon of entertainment, lasting over 3.5 hours and featuring a setlist of 44 songs spread across 10 acts that showcase the themes of her albums. Critics have lavished praise on the tour for its innovative concept, stunning production, and Swift’s impressive versatility as a performer.

The demand for tickets skyrocketed, leading to sold-out shows, record-breaking venue attendance, and a spotlight on ticket sales controversies, particularly with Ticketmaster. The tour’s massive impact extended beyond music, boosting local economies, influencing tourism, and making headlines worldwide. Swift also took this opportunity to release new music and re-recorded albums, along with a concert film that became the highest-grossing of its kind.

Taylor Swift’s series of six sold-out concerts in Singapore has attracted a staggering 300,000 fans, 70% of whom are international visitors, contributing an estimated $370 million to the city’s economy, as analyzed by an economist.

During Swift’s stay from March 1 to 9, Singapore has seen a 186% surge in flight arrivals and a nearly fivefold increase in accommodation bookings, reports Trip.com’s Singapore office. These major international music events are significantly boosting Singapore’s tourism and related sectors, potentially contributing up to 10% to the city-state’s GDP, according to a report by an ASEAN economist at HSBC.

In essence, Taylor Swift’s Eras Tour is not just a series of concerts but a cultural phenomenon, showcasing her growth as an artist and the unwavering support of her fans across the globe.

The Era Tour not only celebrates Taylor Swift’s transformation over the years but also her connection with fans, who have grown alongside her, making each concert an intimate, unforgettable experience. Taylor’s ability to narrate her journey through song and spectacle, engaging with fans across generations, cements her status as a defining artist of her time.

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