atlys, the leading visa processing platform, has reported a significant uptick in visa applications driven by travellers seeking out global concerts, sports events, and festivals. This shift highlights the growing preference for experiential tourism, where people travel to immerse themselves in unique events and cultural celebrations rather than traditional sightseeing.
According to the OECD’s Tourism Trends and Policies report, the focus on experience-driven tourism has significantly increased, with travellers, particularly millennials and Gen Z, seeking meaningful experiences. The report emphasizes that more than 70% of travellers prioritize unique experiences over material possessions, highlighting a substantial shift in travel preferences toward immersive experiences.
A defining trend within this experiential travel surge is the phenomenon known as ‘gig tripping,’ where music lovers’ cross borders to attend live performances. Visa applications have spiked by 20% for Taylor Swift’s Eras Tour alone, as fans prioritize live concerts as part of their travel experiences. Coldplay’s global tour and Diljit Dosanjh’s Illuminati Tour have also contributed significantly, with Diljit’s tour alone driving a 10% increase in visa applications, particularly among young adults aged 25-35 from cities like Mumbai and Bangalore. This trend highlights how live performances are no longer just entertainment but are becoming pivotal reasons for international travel.
Similarly, sports-driven travel has seen a surge in visa demand. The Abu Dhabi Grand Prix, along with races in the US, Mexico, and Brazil, has led to a 10-12% increase in visa requests from major Indian cities such as Delhi, Mumbai, and Hyderabad, especially around race weekends. Meanwhile, the 2024 Paris Olympics sparked a 60% surge in visa applications from India as sports enthusiasts geared up to witness the historic event firsthand.
Festivals remain another strong motivator for travel, with global events like Germany’s Oktoberfest driving an 18% rise in visa applications. Cultural festivals such as Diwali and Durga Puja are similarly driving demand. Visa requests have increased by 15-18% as NRIs and international visitors from Europe, the US, and Southeast Asia plan trips to India to partake in these rich cultural celebrations. Mumbai and Kolkata, in particular, are set to see a high influx of visitors, underscoring how festivals are vital to reconnecting with cultural roots and family traditions.
Mohak Nahta, Founder and CEO of atlys, commented: “This surge in experiential travel marks a turning point in how people plan their journeys. It’s no longer just about destinations—it’s about the experiences that resonate with them, whether that’s a concert, a sporting event, or a cultural festival. At atlys, we’re thrilled to make the visa process easy and fast, so travellers can focus on making memories rather than getting stuck in paperwork.”
With the holiday season and year-end events approaching, atlys expects these trends to continue, as travellers increasingly look for opportunities to attend concerts, sports events, and festivals across the globe.
