Concerts, live music, and major events are set to be the primary drivers of holiday plans for Britons in 2027, according to the latest 'A Year in Travel' report by travel subscription platform eDreams ODIGEO.
The report, which analyzes global search and booking data, indicates a significant trend towards 'event tourism,' where travel itineraries are built around attending concerts and festivals. This is reflected in a dramatic increase in holiday searches linked to specific musical acts and events.
Following the announcement of the Oasis reunion tour, searches for travel to Glasgow and Munich saw dramatic increases of 2,380% and 1,605% respectively for spring 2027. Similarly, searches to London rose by 221% in anticipation of Harry Styles' new 2027 tour dates.
The report also highlighted a 32% uptick in interest for Los Angeles in January 2027, coinciding with Olivia Rodrigo's Unravelled tour. Furthermore, Bulgaria experienced a 390% surge in travel searches after its victory in the 2026 Eurovision Song Contest.
Beyond music, sporting events are also influencing travel decisions. Global searches to Brazil increased by 40% compared to the previous year, driven by the FIFA Women's World Cup taking place there from June 24 to July 25, 2027.
Alternative trends are also shaping travel choices. The report found that 39% of global travelers have been inspired by social media to visit new destinations. A desire to discover 'hidden gems' and less-traveled locations is a major draw, with landscapes and landmarks being the most popular content shared from trips.
Sports and colder climates are noted as other emerging travel inspirations. Additionally, holidaymakers are showing increased attention to travel etiquette and hygiene.
Classic European city breaks remain popular, with perennial favorites like Rome, Barcelona, Paris, and London continuing to attract significant interest. Denmark, Mexico, and Austria have also emerged as destinations of high interest for 2027 travel.
Pablo Caspers, chief travel officer at eDreams ODIGEO, commented that "2026 has underlined that people are increasingly making in-the-moment travel decisions, inspired by major events and once-in-a-lifetime experiences and they want complete peace of mind." He added that flexibility in booking is becoming increasingly important, shaping how the next generation of travelers make their arrangements.