“You’re not just paying for the concert, you’re paying for the memories.”
In 2023, concert-going took on a whole new dimension. As artists went back on tour and fans wanted to see them live more than ever before, jet-setting to concerts became commonplace around the world. Music lovers started gig tripping—traveling for the sole purpose of seeing a show. But for Filipino concertgoers, it was also combining two great passions: music and travel.
Whether flying to Singapore for Taylor Swift’s Eras Tour or crossing continents to see BTS, fans were traveling for more than just the music. They were seeking the cultural experiences that came with it, turning each trip into an adventure of discovery.
Weighing the costs: Tickets vs. travel
Many Filipino fans find traveling abroad for a concert more economical than attending one locally. From lower ticket prices to the added bonus of visiting a new city, concert travel was a smart financial and experiential choice.
For example, Noelle flew from Manila to Singapore for the Eras Tour. “The cost of traveling to Singapore made more sense than flying to the US. It’s cheaper in Asia—the roundtrip airfare to Singapore covered almost everything compared to what we would have paid for flights to the US alone.” For her, that meant around P51,000 for flights, accommodation, and tickets. The cost was high, but still far less than what she would have paid to see the concert in North America.
Meanwhile, two recent med school students, Mai and Alex, attended Taylor Swift’s Eras Tour in Liverpool, which came with its own hefty price tag. Their trip in June this year cost them $2,900 for two concert tickets bought on the secondary market, $2,700 for flights via Emirates, and $2,400 for hotel stays in London and Liverpool. They also budgeted $3,000 for food, train trips, and other travel-related expenses, using some of their savings to cover the entire cost. In total, the trip amounted to approximately ₱627,000 for two Gen Z Swifties, paid for by their mom, of course.
Bri, who traveled to Bangkok for Coldplay’s Music of the Spheres tour, found that the trip was more cost-effective than attending the concert in the PH. “We compared our seats in Bangkok to the Philippines and got almost the same seats for P3,000 to P4,000 cheaper,” she shared.
Despite getting similar seats, she not only saved on ticket price but also got to experience a new city. Her entire trip, including flights, a hotel, and some sightseeing, cost around P30,000. “It was our gift to ourselves,” she added, describing how she and her partner turned the concert into a mini-vacation.
Visa’s Green Shoots Radar Study captured this trend: 37% of Filipino concertgoers planned their trips around live music events. Top destinations included South Korea and Singapore, where Filipino fans splurged on travel and luxury experiences during their trips. Another study by Visa also found that Filipino concert tourists spent 58% more than their non-concert-going peers on music, shopping, and cultural activities.
More than just a concert
For some fans, the concerts were only part of the story. The magic happened in the cities they visited—experiencing local culture, food, and sights. Seeing a favorite artist in a new place made the trip more meaningful.
Bri said the trip became about more than just the music. “We didn’t just go for the concert,” she said. “We visited temples, ate street food, and went to Chatuchak Market. It was more than just a show—it was a full experience.” She saw the concert as one stop in an ongoing cultural journey.
Similarly, Irah who traveled to Seoul for SEVENTEEN’s concert saw it as an opportunity to experience South Korean culture. “Especially when it’s my first time in the country, I make sure to visit some tourist spots,” she shared. Beyond cultural immersion, she emphasized how organized and smooth concerts in South Korea were compared to her experiences here, “I got to experience smooth and organized concerts in other countries compared to PH.”
Kara—who is an ARMY—went to Las Vegas and the city itself became part of the concert. She described how “BTS turned Las Vegas purple” with pop-up shops, fan events, and BTS-themed water shows at the Fountains of Bellagio making the whole city feel like an extension of the show. “It felt like the whole city was part of the concert,” she said.
Why concerts are boosting travel economies
The rise of concert-driven tourism wasn’t just benefiting fans—economists and travel platforms quickly realized the financial boost that major tours were bringing to cities worldwide. For example, tourism spiked in Singapore during Taylor Swift’s Eras Tour. Bloomberg reported that Singapore’s first-quarter growth forecast for 2024 was upgraded in part due to the influx of Swift fans flocking to her concerts. The “Taylor tourism effect” spurred economic growth as concertgoers filled hotels, restaurants, and shops.
Expedia noticed the same trend during Swift’s European tour, particularly in Warsaw, Poland. The travel platform reported an increase in searches for Warsaw after Swift announced a concert there, showing how fans were willing to travel to less-traveled cities for their favorite artists.
Skyscanner’s 2024 Travel Trends Report also highlighted this shift, noting how fans were “jetting off to see their favorite artists” and how cultural curiosity was driving travel. It also shows that a significant portion of travelers are willing to go abroad for concerts, reflecting the increasing role of live music in global travel plans.
The emotional pull of traveling for concerts
While saving money is part of the draw, many fans find the emotional experience of seeing their favorite artists perform in a new city worth the trip. Kara knew the trip would be expensive, but viewed it as a rare opportunity. “What motivated me to go all the way to Las Vegas was BTS themselves,” she said. “I know buying tickets to a BTS concert is difficult, and I heard so many horror stories, but I needed to try my luck.”
Her VIP tickets for two concert days—each costing $500—led her on a global fan pilgrimage. “Allegiant Stadium was HUGE,” she recalled, describing the awe of being surrounded by 70,000 fellow ARMYs. But it wasn’t just about the music. Her entire trip totaled more than P100,000, but she insisted the cost was worth it. “It was one of their last concerts before their hiatus, so the expense was absolutely worth it,” she said. For her, the trip was more than just seeing BTS—it was about making memories that would last a lifetime.
Choosing between local and international concerts
For many Filipino fans, deciding whether to attend a concert locally or travel abroad can be a tough choice. While attending a show in Manila might seem more convenient, the allure of exploring a new city—and sometimes even saving money—makes traveling abroad an attractive option.
“The queuing and ticket availability in Thailand were much better than in the Philippines,” said Bri. She appreciated how the trip allowed her to combine her love of music with her love of travel. “We got to visit temples, and markets, and enjoy the food,” she said, explaining how the trip turned into a broader adventure. The total cost was worth it, given how much she gained from the experience beyond the concert.
Noelle who also attended Taylor Swift’s Eras Tour in Singapore echoed similar sentiments, saying that the chance to explore a new city made the trip even more meaningful. “It wasn’t just about the concert,” she explained. “It was about experiencing Singapore and making memories that went beyond the music.”
What’s next for concert tourists?
As we enter the last quarter of 2024 and look forward to 2025, concert tourism shows no signs of slowing down. Fans are already booking their next trips, with bands like Oasis reuniting, SEVENTEEN kicking off their second comeback, BTS preparing for their global return, and 2NE1 continuing their anniversary reunion tour.
For Filipino concertgoers, Asia remains a top destination, with Singapore, South Korea, and Japan offering affordable travel options and rich cultural experiences. As one fan put it: “You’re not just paying for the concert. You’re paying for the memories.”
