Concerts Drive Britons' 2027 Travel Plans
eDreams ODIGEO's annual report says live music and events are shaping holiday searches for next year.
Updated on Nov. 3, 2026 in Europe
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Would you plan a trip around a concert or major live event?
Travel subscription platform eDreams ODIGEO released its annual 'A Year in Travel' report, forecasting 2027 trends from search and booking data across travellers worldwide. The report finds concerts and live music are inspiring Britons' holiday plans for 2027.
Why it matters
Event announcements are shifting travel demand, with searches for destinations linked to tours and sporting events rising sharply. Such data can help travellers and the industry anticipate where demand will spike.
Searches to Glasgow rose 2,380% and to Munich 1,605% after the Oasis tour announcement, while searches to London were up 221% year-over-year following Harry Styles's new 2027 dates. The figures are search-interest measures, and the report does not state how many of those searches led to bookings.
The players
eDreams ODIGEO
A travel subscription platform that publishes annual travel trend reports based on its search and booking data.
Harry Styles
A British singer and former One Direction member whose 2027 Together, Together tour dates drove London travel searches.
Olivia Rodrigo
An American singer-songwriter whose Unravelled tour dates in Los Angeles drew increased travel interest.
The details
The report, released by eDreams ODIGEO, draws on search and booking data from travellers worldwide. Among its findings, searches to Bulgaria rose 390% after the country won Eurovision in 2026, and interest in Denmark and Mexico for 2027 dates climbed 1,139% and 700% respectively.
Timeline
April–October 2026: Searches for the Olivia Rodrigo Unravelled tour in Los Angeles rose 32%.
January 12–29, 2027: Olivia Rodrigo Unravelled tour dates in Los Angeles.
June 24 – July 25, 2027: FIFA Women's World Cup held in Brazil.
Spring 2027: Travel searches surged after the Oasis tour announcement.
Travel Outlook
The report continues eDreams ODIGEO's annual 'A Year in Travel' forecasts, extending a pattern of using booking data to predict seasonal demand. It positions live events and sporting tournaments as a growing driver of destination choice ahead of 2027.
Travellers planning 2027 trips around concerts or the Women's World Cup may want to book early, since search interest for these events is climbing quickly. Those flexible on dates can compare destinations linked to major tours before prices rise.
The takeaway
Event announcements can reshape travel demand within days, so watching for tour and tournament dates can help travellers spot value before popular destinations fill up. Booking flexibility remains useful when planning around live events.
Further reading
For more on European destinations drawing travellers this year, see Europe.
Source note: This article includes information reported by Mail Online.
Live Poll
Would you plan a trip around a concert or major live event?
