62% Of Gen Z Indians Plan Travel Around Live Music Events In 2026: Airbnb Report

Music concerts and festivals are fast emerging as powerful drivers of travel decisions among young Indians, influencing not just when they travel, but where they go and how much they spend. According to Airbnb’s latest experiential travel insights report, music-led travel is playing an increasingly central role in shaping Gen Z travel behaviour in India in 2026.

The report reveals that 62% of Gen Z travellers in India are planning trips around live music events such as concerts and festivals this year. Travel choices that were once anchored around holidays or long weekends are now being dictated by cultural moments and live experiences.

For many young travellers, the music event itself is only the starting point. Around 76% of respondents said they had visited a city for the first time specifically to attend a concert or music festival, highlighting how live music is introducing travellers to new destinations rather than serving as a one-off reason to travel.

From event-driven travel to cultural immersion

The influence of live music extends well beyond the venue. More than half of respondents said they extended their stay beyond the event dates to explore the host city. Cafés, nightlife hubs, shopping districts and cultural landmarks, often beyond traditional tourist zones, are benefiting as music-led travellers seek deeper, more localised experiences.

The report also notes that 65% of respondents prefer accommodation close to event venues, using these neighbourhoods as base points to explore surrounding areas. This behaviour is translating into tangible economic impact, with 53% of respondents reporting increased spending at local businesses and cultural spaces.

Music-led travel is also highly social. About 70% of Gen Z travellers attend concerts and festivals with friends or in groups, reinforcing the role of shared cultural experiences in travel planning and destination choice.

Changing spending patterns and global ambitions

The growing influence of music on travel is reflected in spending behaviour as well. Six in 10 Gen Z travellers said they are willing to allocate between 21% and 40% of their monthly income towards music-driven travel and experiences, while one in 10 said they would spend as much as 50% of their monthly income on such trips.

On average, respondents reported spending Rs 51,000 on recent event-based travel, suggesting that concerts and festivals are no longer impulse outings but increasingly treated as planned lifestyle investments.

This shift is also fuelling international travel aspirations. More than 40% of respondents said they are open to travelling overseas for music events, with destinations across the US, Europe and Asia emerging as equally appealing.

Festivals as long-term travel catalysts

Large-scale music festivals are playing a key role in sustaining this trend. Events such as Lollapalooza India are cited as examples of how festival-led experiences can drive repeat travel. According to the report, 62% of attendees said the festival atmosphere motivated them to return, while 98% expressed intent to revisit the destination.

In response to this shift, Airbnb has partnered with Lollapalooza India as part of its global music partnerships. For the 2026 Mumbai edition, the platform will offer curated stays and fan-focused experiences designed to cater to music-led travellers.