Live music and major events are poised to significantly influence Britons' holiday decisions in 2027, according to a new report from travel subscription platform eDreams ODIGEO. The 'A Year in Travel' report, which analyzes global search and booking data, indicates a substantial rise in travel interest spurred by concerts and festivals.
The Oasis tour announcement alone triggered a more than 2,000% increase in holiday searches. Specifically, searches for trips to Glasgow related to the tour climbed by 2,380%, and for Munich by 1,605%. Interest in travel to Bulgaria also saw a 390% increase following the country's victory in the 2026 Eurovision Song Contest.
Further evidence of music's impact on travel plans includes a 32% uptick in searches for Los Angeles between April and October 2026, linked to Olivia Rodrigo's Unravelled tour in January 2027. Searches for London also rose by 221% compared to the previous year, coinciding with Harry Styles' announcement of new 2027 tour dates in the city.
Beyond specific artist tours, broader travel trends for 2027 include a surge in interest for destinations like Denmark (up 1,139%), Mexico (up 700%), and Austria (up 687%). The FIFA Women's World Cup, scheduled in Brazil from June 24 to July 25, has already driven a 40% increase in global searches for the country.
The report also highlights social media's growing influence, with 39% of global travelers inspired by online content to visit new places. A focus on discovering less-traveled destinations and sharing scenic landscapes and landmarks remains a key travel motivator. Sports and colder climates are also emerging as significant inspirations for holiday planning, alongside a heightened awareness of travel etiquette and hygiene.
Established trends continue, with European city breaks remaining popular. Rome, Barcelona, Paris, and London are among the perennial favorites for global travelers, with London also ranking fourth in terms of interest. Other top destinations include Madrid, New York City's Battery Park, Bangkok, Rio de Janeiro, Amsterdam, and Seville.
Pablo Caspers, chief travel officer at eDreams ODIGEO, noted the increasing tendency for travelers to make spontaneous decisions inspired by major events and unique experiences. He emphasized the importance of flexibility in booking, stating it is shaping how the next generation of travelers plan their trips.