Written by Tanisha Cardozo || Team Allycaral Travel Desk
Music is fast becoming a defining force behind how India’s Gen Z travels, with live concerts and festivals now shaping not just where young people go, but how they experience destinations. According to Airbnb’s Experience-Led Travel Insights, nearly 62 percent of Gen Z travelers in India plan to travel specifically for concerts and music festivals in 2026, signalling a significant shift in travel motivation.
Live events are also influencing first-time visits to cities. An overwhelming 76 percent of Gen Z respondents said they had travelled to a city for the first time because of a concert or festival, turning music into a gateway for discovery. For many, the journey extends well beyond the event itself. While 65 percent prefer accommodation close to concert venues, more than half use the opportunity to explore local cafés, nightlife spots, and surrounding neighbourhoods, contributing directly to local economies.
Group travel plays a central role in this trend. Around 70 percent of Gen Z concert-goers attend live events with friends, reinforcing the social nature of music-led travel. These trips are carefully planned lifestyle choices rather than impulsive getaways. Nearly six in ten Gen Z travelers are willing to spend between 21 and 40 percent of their monthly income on event-led travel, with the average spend per journey estimated at ₹51,000. The appetite for global experiences is also growing, with over 40 percent open to travelling internationally for live music events.
Commenting on this shift, Amanpreet Singh Bajaj, Country Head, Airbnb India and Southeast Asia, noted that the rising interest in concerts and festivals has given rise to a new kind of traveler—one who views music as a lens through which to discover destinations. He highlighted how concert tourism is opening up neighbourhoods and communities to young travelers, creating meaningful local impact while driving demand for group-friendly stays that encourage shared experiences.
Reflecting this momentum, Airbnb has entered its first-ever global live music partnership by collaborating with Lollapalooza India. As part of the association, the platform will offer fans unique stays and experiences during the 2026 edition of the festival, scheduled to take place in Mumbai on January 24 and 25. The partnership underscores how deeply music and travel are now intertwined for Gen Z, marking a cultural shift where playlists, passports, and purpose increasingly move in sync.
