Airbnb Insights Show Music-Led Travel is Reshaping Gen Z Tourism in India

Goa, 6 January 2026: Music is becoming a key driver of travel for India’s Gen Z, with Airbnb’s Experience-Led Travel Insights revealing that 62% plan to travel for concerts and music festivals in 2026. Live events are also shaping destination discovery, as 76% have visited a city for the first time because of a concert or festival.

This trend goes beyond the event itself. While 65% prefer staying close to concert venues, over half (53%) extend their trips to explore local cafés, nightlife and neighborhoods, supporting local economies. Group travel is central to this behavior, with 70% attending concerts with friends.

Music-led travel is also a planned lifestyle choice. Six in ten Gen Z travelers are willing to spend 21–40% of their monthly income on such trips, with an average spend of ₹51,000 per event-led journey. Over 40% are open to travelling internationally for live music experiences.

Commenting on the trend, Amanpreet Singh Bajaj, Country Head, Airbnb India and Southeast Asia, “Growing interest in music concerts and festivals has paved the way for a new kind of traveler – someone who sees music as a gateway to discovering new destinations. At Airbnb, we’re seeing how concert tourism is opening up entire neighborhoods and communities to young travelers, and the meaningful impact this creates. This emerging form of exploration is reshaping traveler behavior, driving a rising demand for stays that allow groups to spend time together, gather comfortably, and create memorable shared experiences which is perfectly aligned with what Airbnb offers.”

Highlighting this momentum, Airbnb has partnered with Lollapalooza India as part of its first-ever global live music partnership, offering fans unique stays and experiences at the 2026 edition in Mumbai on January 24–25.