Young travelers are inspired to plan travel around events they want to attend, according to a report from Arival.
Arival surveyed 2,400 event travelers in the United States, France, Germany, Spain and the United Kingdom in late 2024 to learn more about their motivations for traveling for events. Sporting events are king among travelers in the U.S. and Europe, except for those 55 and older, who prefer traveling for performing arts.
The research found that nearly half of American travelers ages 18 to 34 and 40% of Europeans said an event was a "big factor" in choosing a travel destination. The events range from sports to concerts to festivals.
"Events are becoming a key driver of travel planning, especially for younger generations," said Arival CEO and co-founder Douglas Quinby. "We're seeing a fundamental shift in the travel decision-making process. For many travelers, the concert or match isn't just part of the itinerary -- it's the reason they're going. This has profound implications for how destinations, operators and marketers think about product design."
Arival identified events tourism as an opportunity for travel companies, especially for sports fans who want an elevated experience beyond the game. Quinby said companies have an "enormous" opportunity to cater to these travelers with experiences to complement the event, from food and beverage and pre- and post-game activities.
Older millennials and Gen X travelers in the U.S. spend the most on events on their trips -- $380 per event, while Gen Z and younger millennials in Europe spend the most, about 220 euros per event.
Even though events are a large factor in travel, events aren't well-integrated into travel websites. Only about a quarter of consumers who buy event tickets use a travel website for their purchase.