From Taylor Swift to the World Cup, travelers are paying big bucks to catch overseas games and shows

When Taylor Swift’s Eras tour rolls into Singapore next year, Rjay Ignacio said he’ll be there — whether he has a ticket or not.

“Taylor Swift has a huge fan base in Asia,” the YouTube content creator from Pasig City, Philippines said. “So the probability is very small to get a ticket.”

But that’s not stopping him from making travel plans, he said.

“If I’m not able to get a ticket, I’m still going to Singapore,” he said. “I’m going to [the] parking lot just to hear and feel” the performance.
A growing trend
Ignacio is part of a growing trend to travel internationally for music, sports and other major events — a phenomenon fueled by a blend of YOLO (You Only Live Once) and FOMO (Fear of Missing Out) mentalities following years of pandemic-era lockdowns.

Traveling to attend events increased this year, according to a May report by Deloitte enтιтled “The Experience Economy Endures.”

Based on a survey of some 3,500 Americans, the report noted that the most common motivators to travel — spending time with loved ones and relaxation — have remained relatively steady.

“However, 2023 saw a jump in motivations likely suppressed by the pandemic — like special events and romantic getaways,” it said.

The pandemic halted travel and major sports and musical events, yet “there is definitely a rebound happening now,” said San Francisco resident Farhan Abrol, who attended the French Open and Wimbledon in the past month.

“I feel like luxury is a common reason to travel,” he said. Yet it’s “not something that seems to resonate with millennial ways to spend money.”

For this age group, he said it’s more about “stories over stuff.”
Traveling for the ‘best seats’
Bangkok resident Kanyarat Teawprasong secured tickets to see Swift perform in Singapore during a much maligned ticket pre-sale last week, where online queues topped more than 1 million.

Now she and her boyfriend are planning a three-day trip to Singapore, which will be her fifth time visiting the city-state — “always for concerts,” she said.

“The first stamp on my pᴀssport was for attending concerts,” she told CNBC Travel.

I’m someone who really enjoys going to concerts, especially in Korea, Japan, Taiwan, Hong Kong and Singapore.”

Occasionally, some of her favorite groups come to Thailand, but she chooses to see them elsewhere for the travel experience, she said.

Plus, “sometimes the reason I attend concerts abroad is to secure the best seats.”
Big spenders
With more people willing to travel abroad for major events, cities that attract top-billed events like Singapore — Swift’s sole tour stop in Southeast Asia — will see millions in foreign cash flood into its H๏τels, restaurants and tourist attractions.

Swifties, or Taylor Swift fans, spend an average of $1,330 on tickets, food and travel, according to the research company QuestionPro. But those traveling internationally are likely to spend much more, a fact exacerbated by rising travel costs, which often climb even higher around high-profile events.

Companies are springing up to cater to these travelers, packaging event tickets with H๏τel stays, meet-and-greets, golf and other activities.

The entertainment company Live Nation launched Vibee in April. It’s selling packages to attend Austin City Limits Music Festival in October (from $1,366), as well as a “VIP Experience” to attend U2:UV’s shows in Las Vegas later this year (from $1,535), according to its website.

“Some of our international curated events include Dancing on the Sand, a weekend getaway in the Bahamas headlined and curated by Lionel Richie,” Vibee’s president Harvey Cohen told CNBC Travel.

“We anticipate that the intersection of music and travel will only continue to strengthen.”
Ways to save
Average H๏τel prices in the United States jump 50% when Swift’s Eras tour comes to town, according to the travel software company Navan. But data showed H๏τel rates more than doubled in places like Cincinnati and Pittsburgh.

To avoid facing an “astronomical price surge,” Jakarta resident Wid said one of his friends booked a H๏τel in Singapore before Swift’s tour tickets even went on sale. He asked not to be identified by his last name because he buys concert tickets for others for a fee.

American Nan Palmero said prices for accommodations, as well as flights on Qatar Airways, were inflated for the 2022 FIFA World Cup in Doha.

“FIFA had the system locked down so you couldn’t get accommodations until you were ticketed for games. By the time we were able to land accommodations, all H๏τels were booked or spoken for, for people that had bundled VIP packages.”

He and his father eventually booked a two-bedroom apartment managed by Accor, he said.

As for flights, he said: “We ended up breaking up the trip and flying into Istanbul via Delta, staying the night in the airport H๏τel, then departing the rest of the way to Doha via Qatar Airlines.”

Ignacio said he expects his airfare to attend Swift’s concert will be very expensive.