Music Tourism: A 350-Year Timeline of Travelling for Sound

"Music Tourism" is trending.

But... What does it really mean?

Music Tourism is much more than people travelling to concerts. It’s an eye-catching term that goes far beyond arenas and festival grounds. But how do we define it?

To clarify what it really means, we created a 350-year timeline that shows how music has shaped the way people travel—and how it continues to transform tourism in 2025.

Music Tourism is one of the most relevant trends in the travel industry for 2025

Valued at USD 96.78 billion in 2024 (according to Research and Markets), it’s now projected to grow over 30% in 2025, per Skift.

As destinations and promoters aim to tap into this opportunity, one question stands out: What exactly is Music Tourism? And how can music spark a desire to travel?

Why Destinations Love Music Tourists

Let’s make something clear: Music Tourism is much more than people going to a show.

Music tourists are high-value visitors:

• They stay longer

• They spend more

• They connect deeply with local culture

Music tourists stay longer, spend more, and connect deeply with local culture—making them ideal visitors.

Here’s how this global trend evolved through the centuries:

A c. 1760 painting of James Grant, John Mytton, Thomas Robinson and Thomas Wynne on the Grand Tour by Nathaniel Dance-Holland

1600 – 1850: El Gran Tour & Opera Pilgrimages

European aristocrats would take extended summer trips—pilgrimages to cultural capitals like Vienna, Venice, and Paris—to witness the great orchestras and composers of the time.

These “cultural holidays” to experience opera and chamber music could be considered the earliest forms of music tourism.

Tracey-[sic],-Minn., engine of the South Dakota division, Detroit-Publishing Co., Published between-1880 and 1930.

1850s: Trains, Brass Bands & Beach Gigs

The rise of railroads opened the door for mass travel.

People began flocking to beach towns where live bands performed, and competitions between brass bands attracted thousands.

Call it: Gig Tripping 1.0.

1900s: Recorded Music & “Virtual Travel”

The invention of the gramophone changed everything.

Now, people could experience a destination through sound alone. This marked the birth of virtual music tourism—connecting listeners to distant places through music.

Frank Sinatra - Come Fly With Me (LP)

1958: “Come Fly With Me” and Jet-Set Travel

Frank Sinatra’s classic, “Come Fly With Me,” captures a shift:

More people started traveling by plane than ship.

Simultaneously, the Beat Generation turned travel into an identity quest. Music became the soundtrack of self-discovery.

1970s: Lonely Planet & The Search for Authenticity

Travel matured into something deeper.

Tourists—equipped with guidebooks like Lonely Planet—sought alternative, authentic experiences, often tied to local music and underground scenes.

Graceland, the Memphis home of Elvis Presley, has welcomed over 20 million visitors.

One of the most visited private homes in the U.S., it continues to attract fans from around the world.

1980s: Pilgrimages & World Music Boom

The deaths of icons like Elvis Presley and John Lennon created a wave of music pilgrimages, while the rise of “World Music” invited listeners to travel in search of “exotic” sounds. Two trends emerged:

Music Pilgrimages

Fans visited the birthplaces and graves of their idols—like Graceland for Elvis devotees.

World Music Travelling

People ventured to remote places to experience “authentic” folk and traditional music.

But…

Many destinations started staging musical performances that fit tourist expectations, creating a new kind of folklore: one curated for outsiders.

Buena Vista Social Club. 1999. Directed by Wim Wenders | MoMA

1999: Cuba & The Buena Vista Social Club Effect

The Buena Vista Social Club documentary drew global attention to Cuba’s untouched musical heritage.

Tourists—intrigued by its “timeless” sound—traveled to Havana to connect with a culture perceived as isolated from the Western world.

2000s: The TripAdvisor Effect

With the rise of TripAdvisor, solo travel boomed.

Tourism shifted from comfort and landmarks to personal transformation.

Music became a key entry point for connecting with the soul of a destination.

Music lovers sporting festive hats groove at Coachella in Indio. (Allen J. Schaben / Los Angeles Times)

2010s: The Instagram Era

Social media changed the rules:

• Music scenes blurred (mainstream, folk, underground)

• Experience economy became dominant

• Festivals turned into lifestyle events

Gen Z and Millennials searched for shareable moments and cultural immersion

2024: Taylor Swift’s Gig Trippers

Taylor Swift’s massive tour caused fans to travel across cities and borders to catch her shows—highlighting a new wave of “Gig Tripping.”

Bad Bunny Celebrates His Family Tree (and His Puerto Rican Roots) in ‘La Mudanza’ Video

2025: Bad Bunny’s Puerto Rico Residency

Bad Bunny’s announcement of a 30-show residency in Puerto Rico is a defining moment.

It involves local suppliers, creates community wealth, and shows how a music event can redefine destination branding.

Music tourism includes concert-goers and culture seekers—driving income, connection, and lasting impact.

So, What Is Music Tourism?

Let’s break it down:

Gig Trippers

People who travel primarily to attend concerts or music festivals.

Cultural Tourists Interested in Music

Travelers who seek to connect with the identity of a place through its music, history, and traditions.

A Key Takeaway

“When people travel for music… they stay for more. They spend. They connect. They come back.”

Unlock Music Tourism’s Opportunities

This is your chance to tap into one of tourism’s fastest-growing trends.

Attend the Anguilla Music Tourism Convention

Join the global music tourism community for a unique learning and networking experience at a luxury beach resort on one of the Caribbean’s most stunning islands.

Explore the Anguilla Music Tourism Convention here

Let music lead the way.