Music is no longer just a playlist for young Indians – it’s becoming the blueprint for travel decisions. According to Airbnb’s latest experiential travel insights report, live music events are significantly shaping how Gen Z in India plans trips in 2026.
The report reveals that 62% of Gen Z travellers are actively planning their journeys around concerts and music festivals this year. Instead of waiting for long weekends or holidays, travel is now being driven by cultural moments and live performances. For many, the destination comes second – the event comes first.
Interestingly, 76% of respondents said they visited a city for the very first time because of a concert or festival, highlighting music’s role as a gateway to new destinations. And the experience doesn’t end with the final song. Over half of these travellers extend their stays to explore cafés, nightlife, shopping areas and local neighbourhoods beyond traditional tourist spots.
Location plays a key role too. 65% prefer accommodations near event venues, using those areas as a base to explore the city. This behaviour has a clear economic impact, with 53% spending more time and money at local businesses and cultural spaces.
Music-led travel is also highly social. 70% of Gen Z travellers attend these events with friends or groups, reinforcing travel as a shared cultural experience.
Spending patterns reflect this shift. Six in ten Gen Z travellers are willing to spend 21–40% of their monthly income on music-based travel, while one in ten would go as high as 50%. On average, respondents spent ₹51,000 on recent event-driven trips. Additionally, over 40% are open to travelling abroad for music events, with the US, Europe and Asia leading preferences.
Major festivals like Lollapalooza India are further fuelling repeat travel, prompting Airbnb’s continued partnerships to cater to this growing trend.
