Travel Trends: Music Tourism

Music tourism has become one of the fastest-growing travel trends in recent years, and 2023 marked a true turning point. In the aftermath of the pandemic, concertgoers were desperate for connection. Isolation during COVID lockdowns created a thirst for live experiences, and as the world reopened, fans poured back into arenas, festivals, and outdoor venues. Thus, music tourism has exploded into a significant global industry — one that’s reshaping how people travel and experience entertainment.

Music tourism encompasses the journey of fans who travel specifically to attend concerts, festivals, and other music-related events. This isn’t just a passing fad; the industry is expected to more than double in value, reaching $13.8 billion by 2032.

The surge in music tourism is driven by a mix of psychological, cultural, and digital trends. After years of canceled tours and virtual performances, fans were starved for real-life, in-person experiences. Gen Z and Millennials are major drivers of this surge. Around 60% of this group prefer spending on life experiences over saving for retirement. For these fans, music tourism isn't just about seeing a favorite artist; it’s about exploring new destinations, building community, and curating memorable experiences. As a result, cities and regions recognize music events as powerful tourism magnets.

In 2010, Gulf Shores began hosting The Hangout Music Festival, a nationally recognized beachside event. With daily attendance typically between 35,000 and 40,000, the festival's annual economic impact soared from $30 million to over $47 million. The city collects more than $700,000 annually in direct tax revenue, in addition to a franchise fee on ticket sales. Local hotels and rentals see occupancy rise from 25–30% to nearly 90% during festival weekends, and approximately 86% of businesses report a positive impact during these events. In May 2025, Gulf Shores launched the Sand In My Boots Festival, featuring Morgan Wallen. The event quickly attracted around 40,000 attendees, with area hotels and rentals seeing high occupancy rates in the 80–90% range. In Orange Beach, The Wharf Amphitheater is a 10,000-seat open-air venue that hosts dozens of performances each season. In a typical year, it welcomes around 140,000 concertgoers across its stages, making it one of the largest and most popular music venues on the Gulf Coast. Concert attendance frequently reaches up to 10,000 per show, with big-name acts like Keith Urban, Tyler Childers, and Hank Williams Jr. selling out 90% of seats. The financial impact for the region is substantial, with each concert injecting $1 to $1.5 million into the local economy. Across multiple events per summer, the venue drives tens of millions in seasonal economic activity, bolstering employment and tax revenue.

The impact of music tourism along Alabama’s Gulf Coast goes beyond just the event grounds. These festivals and concerts generate huge media attention and help rebrand the region from a traditional beach vacation to a melodic, culturally rich destination. They raise community pride and spark interest in future visits, long after the final encore.

The post-pandemic resurgence of live music has not only reignited a cultural heartbeat but has also transformed regional economies. Events like Hangout Fest, Sand In My Boots, and concerts at The Wharf Amphitheater contribute tens of millions in local impact, drive high tourism occupancy, create seasonal employment, and diversify the Alabama Gulf Coast’s appeal.