Music Tourism and Millennials Can Be the Right Mix for Travel Advisors

Whether it’s millennials wanting to see the hottest bands at Coachella in Southern California, musical theater die-hards booking months ahead for a ticket to Hamilton or nostalgic baby boomers keen to catch Fleetwood Mac one last time, music and entertainment are becoming increasingly interlinked with travel.

The popularity of music festivals, shows and concerts, along with the challenges travelers face in obtaining tickets and coordinating travel arrangements, are presenting opportunities for travel advisors.

A recent study by online travel agency eDreams identified music as a key factor in destination choice for a third of U.S. millennials, with one in four Americans prepared to travel to a different country to watch their favorite artist perform.

According to the survey, Americans are the most inclined (23 percent) to travel to a destination because its local music style inspires them, compared to just 8 percent of British and 14 percent of European travelers.

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