The season of once-in-a-lifetime trips, relaxing vacations and spontaneous getaways, summer is the perfect time to scratch the wanderlust itch. But as social media continues to influence the industry, travelers are shaking up their trip inspiration this year. With their sights set on music, food and sports-related trips, explore the ways these experiences are driving summer travel trends.
Music
Whether it’s a raging EDM festival or a relaxed country concert, music is at the heart of summer. And while attendees may have previously gone to music events because they were nearby or part of a larger itinerary, a growing percentage of travelers are more open to visiting destinations far and wide to hear their favorite artist or band.
Taylor Swift’s “The Eras Tour” is the perfect example of loyal fans booking out-of-state trips for an opportunity to see the popstar perform. In fact, a press release by Visit Pittsburgh published after Swift’s appearance in the city, found that 83% of attendees at her Pennsylvania shows were from outside the state. Now that Swift is overseas for the UK and European stretches of her tour, U.S. fans are heading there too. The Paris La Défense Arena where the popstar most recently performed, estimated that U.S. travelers accounted for 20% of the tickets sold. Stockholm, the next stop on the tour, anticipates around 10,000 U.S. fans.
While no other modern artist will likely top Swift’s record-breaking tour, concertgoers and music enthusiasts are showing their willingness to travel to unexpected destinations. With Red Rocks Amphitheatre a consistent fan-favorite venue in the U.S. and other major festivals like Lollapalooza taking place, this summer presents the perfect opportunity to help travelers achieve the music-inspired trip of their dreams.
Sports
If there’s one thing U.S. travelers love, it’s an excuse to watch their favorite sports team. Younger generations like millennials and Gen Z mainly account for the growing interest in this trend, and the summer Olympics in Paris this year is evidence of that. Sojern, a travel marketing platform, collected data on the uptick in interest for travel to Paris this summer, finding a 125% increase in flight bookings compared to this time last year.
While the demand to attend major events like the Olympics or FIFA World Cup is greater because of its cyclical scheduling, annual events still draw in a traveling crowd. For instance, that same Sojern report found that in 2023 for the F1 Grand Prix, there was a 63% increase in flights to Singapore. The revival of sports travel, especially for events like F1, the Masters, the Kentucky Derby and Wimbledon, mainly stems from the attendance of prominent social media influencers and content creators who appeal to Gen Z and millennial audiences. Traveling to see world-renowned athletes in action and in these stunning destinations is an opportunity many don’t want to miss.
Food (and Drink)
While there may not be a food equivalent to major events like the Olympics or Taylor Swift’s “Eras Tour,” a new appreciation for culinary tourism is blossoming. Terms like “off the beaten path,” “underrated” and “authentic” have been gaining popularity as travelers seek more immersive experiences to help connect them to the local culture. Sightseeing and spontaneous adventures are one way to do it, but visitors have a newfound desire to sample the true flavors of a region that they can’t get elsewhere. Food festivals, tours and cooking classes are some of the ways travelers have started to engage with local cuisine, using these opportunities as travel inspiration as opposed to solely including them as a piece to the itinerary.
The summer 2023 trend with Florence’s wine windows is the perfect depiction of this growing appreciation for local flavors. The plain windows embedded into the ancient walls of the city are easy to miss, often overlooked and thought to be reminiscent of a past time. However, the curious travelers who ventured closer discovered that the little windows were local street vendors selling authentic Italian wine. As this hidden quirk of Florence hit social media feeds, U.S. travelers flocked to Italy to partake in this off-the-beaten-path experience.
Whether it’s traveling to a domestic foodie festival or booking a flight abroad for a quirky trend, travelers have shown an increasing interest in going to destinations with specialized cuisine. Commercialized restaurants are easily accessed no matter the time of year or location in the world, but farm-to-table ingredients and vibrant flavors are hard to come by and certainly worth traveling for.
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