Turns out Taylor Swift is changing the way we travel.

Thanks to our brand partner, Expedia

Did you get tickets to Taylor Swift’s Eras tour

Actually, let me be more specific: Did you get your mitts on tix for Taylor’s Australian shows? 

Because, me neither… But you know she’s playing a bunch more dates right? Like, HEAPS more. 

They just happen to be in countries other than Australia. But that little tidbit is stopping approximately no-one. 

In fact, according to Expedia Group's Unpack '24 report, using insights from 20,000 travellers, the opportunity to head overseas to see our favourite artists perform during their international tours is just the kind of (really, very, extremely good) excuse many of us have been looking for to book a holiday. 

Introducing: tour tourism.

Aka, my favourite kind of holiday.

Travelling thousands of kilometres for the sole purpose of catching your favourite artists in concert isn’t a new concept. There have long been superfans who follow their favourite musicians around the world – myself included.

When Daft Punk came to Australia back in 2007, my friends and I bought tickets to their shows all over the country. A few years later, I flew to Berlin to see two of my favourite (Aussie, lol) bands play live on the other side of the world. And then popped over to London to see them again. Because… why not? I was in the area, after all.

While I was there, I took a few extra weeks (six all up) to travel around Europe and just basically live my best life. That is the beauty of tour tourism, and you guys – I can’t recommend this enough.


When I did it, it wasn’t the norm, and people definitely gave me shady looks from under raised eyebrows when I told them my plans. Now, though? Tour tourism is trending in a really big way.

Unpack '24 reports that more than 60 per cent of Aussies say they’d travel out of town just to go to a gig.

And if you need more proof that there’s been a massive cultural shift towards tour tourism, just take a sneaky peek at the huge things it’s doing for the tourism economy around the globe. 

Swift has prompted the rise of this style of travel like no artist before her, thanks to her (currently still ongoing) Eras tour, which has already generated an eye-watering amount, in the vicinity of $7.7 billion. 

And that’s just in the United States.


Hotels in cities hosting the singer are reporting record booking numbers when she rolls into town (hotels in Chicago had their strongest weekend ever, reporting 97 per cent occupancy rates over the time Tay and friends were in town).

And while this bump in cash flow for tourism is ultimately driven by people’s desire to simply experience the joy that is a live concert, it’s having a huge impact on the industry as a whole – and completely changing the way we're approaching travel altogether.

Okay but… why?

A better question might be: why not?

Because really, it’s not all that difficult to imagine why people would opt in for tour tourism. The chance to combine a holiday (yes, thanks) with seeing musicians you love live in concert? It’s the kind of combination that makes for some seriously once-in-a-lifetime experiences.

Interestingly, though, Expedia Group’s Unpack ’24 data shows there are a few other reasons why everyone from Baby Boomers to Gen Z is feeling the pull to jet off overseas to get their music fix.


While more than 40 per cent of people surveyed said they’d travel to attend a concert as an excuse to visit a new place, a more surprising reason for people travelling for a gig is… ticket prices?

Turns out 30 per cent of travellers said they’d travel outside of their home city for a concert simply because the tickets were cheaper elsewhere. (And with cost of living the way it is right now, can we really be all that surprised?)

Even when coupled with hotel prices and travel costs, it’s a good deal, because travellers are getting so much more than just a show: it’s an experience to remember forever.

Where are the best destinations?

Okay, this is the *extra* fun bit, because nowhere is off limits. Malaysia's Kuala Lumpur, Canada's Edmonton, and Mexico City all topped Expedia's list of affordable destinations to stay where major artists are touring in 2024 – but really, if you’re keen to jump onboard the tour tourism trend, just start by checking out where your favourite musicians are planning to tour in the next 12 months, and go from there.

If you missed out on Taylor Swift’s Australian shows, for example, you could make a holiday of it and catch her February shows in Tokyo, Japan, where the average hotel costs around $230 per night; or build a European adventure around her show in Warsaw, Poland in August, where hotels will set you back around $190/night.

Madonna’s Celebration tour isn’t coming to Australia at all – but if you’ve been thinking about a visit to the US or Mexico, and wouldn't mind catching a bit of Madge live action, you could grab some tickets for her April shows in either Mexico City or Houston, Texas, where the average hotel costs $190 and $200 a night, respectively.


Coldplay, Metallica, Olivia Rodrigo, the Jonas Brothers and the Foo Fighters are just a handful of stars prepping to take their tours around the world in 2024, visiting major arenas and music venues in cities all over the world – and in many of them, the average cost of a night in a hotel is less than your standard concert ticket.

From Kuala Lumpur ($145/night on average) to Edmonton ($170/night), Birmingham in the UK ($200/night), Antwerp in Belgium ($220/night), Detroit in the United States ($230) and even our own backyard, Perth, Australia ($230), there are destinations all over the world perfect for dipping your toes into tour tourism.

All you have to do is decide where to go, lock in that annual leave and play your favourite artist's discography on repeat until you get there.

(Don’t forget to pack your party pants.)

Book your next local or international trip with Expedia Group brands, ExpediaWotif and Stayz.

Alix Nicholson is Mamamia's Weekend Editor. Want to catch more of her adventures in travel, beauty and lifestyle? Head on over to her Instagram.

Feature Image: Getty/Canva.

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Unpack '24 from Expedia Group brands - Expedia, Wotif and Stayz - are the trends in travel. An annual report looking at what's motivating travellers and where they're going in the year ahead, based on a combination of first-party data from the Expedia Group platform, as well as a global consumer survey of 20K travellers worldwide. To read the report and more about the travel trends in store for 2024, visit