Australia’s live music industry is setting the stage for a massive travel boost in early 2025, as international artists ride the momentum sparked by Taylor Swift’s record-breaking Eras Tour — proving once again that when it comes to travel demand, Australians are ready to ‘Shake It Off’ and book their way to the biggest shows of the season.
New analysis from Stage and Screen, a boutique travel management provider under the Flight Centre Travel Group, reveals a surge of global acts heading Down Under in Q1 2025 and highlights how this live music boom is set to supercharge travel demand.
For travel professionals, it’s a prime opportunity to tap into the growing market for flights, hotel packages, and tailored event experiences as fans eagerly plan their concert getaways.
“Major concerts like Taylor Swift’s Eras Tour are a catalyst for travel and a significant boost to the local economy of the host city,” Stage and Screen General Manager Adam Moon said.
“We’ve observed a surge in travel bookings surrounding these events. This influx fills hotels, restaurants, and shops, providing a substantial economic uplift to local businesses.”
Flights and hotels filled thanks to the Swift effect
Taylor Swift’s Eras Tour didn’t just deliver a stunning spectacle; it delivered massive travel demand. Stage and Screen’s analysis showed domestic flight bookings to Sydney jumping 88% during Swift’s concert dates (23-26 February 2024) compared to the previous week, while Melbourne saw a similar 89% spike. Hotels in both cities reported peak occupancy levels, with travellers keen to catch Swift’s sell-out shows.
The economic impact? A staggering $559 million injected into the economy from seven shows alone.
What’s driving the 2025 travel surge?
Stage and Screen’s latest analysis reveals that international acts are queuing up to perform across Sydney, Melbourne, Brisbane, Perth, and Adelaide in Q1 2025. February is particularly packed, with artists like Billie Eilish, Kylie Minogue, Drake, and The Prodigy locked in for major stadium shows.
For travel professionals, this means plenty of opportunities to package flights, hotels, and event tickets for music-loving travellers.
“Given our distance from the rest of the world, Australians have fewer opportunities to see major artists perform here, so the appetite for it and excitement when artists do come is huge,” Moon said.
“We’re seeing that reflected in travel bookings and the overall uplift for cities hosting these events.”
Travel trends: Concerts over festivals
The rise in headline tours comes as Australian audiences move away from music festivals in favour of city-based stadium concerts. A Stage and Screen survey found that 89% of young Australians skipped festivals in recent years, citing ticket prices, safety concerns, and inconvenient regional locations. Instead, nearly one-third (31%) prefer seeing headline acts like Taylor Swift and P!NK in major cities.
This shift opens new opportunities to market trips tailored to urban concertgoers. Think flexible city-break packages, seamless airport transfers, and VIP hotel stays that cater to fans looking to combine music with a weekend away.
A golden opportunity for travel professionals
The numbers speak for themselves. Australia’s live performance industry recorded $3.1 billion in ticket sales in 2023, with contemporary music driving nearly 60% of revenue. NSW and Victoria led the way, contributing 64.7% of national ticket sales.
For international artists and travel professionals alike, Taylor Swift’s success has paved the way. Flights, hotel rooms, and event packages are set to be in high demand again in Q1 2025 as major acts like Bryan Adams, Chris Stapleton, and Keshi join the lineup.
“The increase in shows for the first quarter of 2025 is a good sign, and I expect that upward trend to continue,” Moon said.
With more than 14 major international acts confirmed for Q1 2025 — up from just a handful in the same period this year — travel professionals can expect spikes in flight and hotel bookings across Australia’s major cities.
The live music boom is a win for local economies, tourism operators, and travel businesses ready to tap into the growing demand for concert-driven travel. As Australia turns up the volume, the opportunities are yours to grab.
