Music Is The New Passport in India

Last, I remember, if you wanted to catch an international artist playing in India, you went to Hard Rock Cafe. Intimate, exclusive, and just the right amount of chaos. You felt like you are amongst the luckiest to be at the gig. And going on a vacation was altogether a different conversation.

Its February 2025 and the script has flipped. Nearly half a million have already flocked out of their hometowns to attend a concert across India fueling an 18% surge in live entertainment consumption. Going for a Maroon 5, Dua Lipa, Coldplay, Bryan Adams, and soon Martin Garrix isn't just about the concerts anymore. They are literally shaping the travel plans for many of us. Music is no longer about just a night out- it dictates the travel itinerary!

I guess we can't get enough of concerts as music is no longer about just a night out. It dictates the travel itinerary, boosting destination dining, luxury stays and in-between cultural dive scenes in the country. But let's be real although music tourism has gained significant momentum in India, it is still catching up a few things- modern venues that can hold large number of people (yes, it requires investment), better logistics and crowd management and of course, finding a solution to the rampant black marketing of concert tickets!

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Luxury Joins Lineup

Obviously, the hospitality industry has been quick to capitalize on this new-found momentum. Hotel venues have already seen significant price hikes due to an increased demand. As live concerts scene continues to grow in India, its anticipated that hotels like in Vegas will begin to offer specialized packages that include pre-show events, private lounges, and post-show amenities. Even restaurants have some deals to offer.

Moreover, airlines, Indian Railways and online travel agencies are happier than ever as the fares have soared for concert cities. Also, overpriced cabs. With fans willing to go the farthest mile to get a chance to experience live music, cities like Chandigarh, Indore, Pune, and Lucknow are also experiencing a new wave of tourists.

The FOMO Culture

We are all too familiar with the FOMO culture in an age driven by social media. I certainly understand the peer pressure that comes with this rising music landscape. Attending concerts isn't a random act, for a few it's about documenting and sharing the journey more than the artist - the dark side of social media identity. I'll not discuss too much about those who paid digital agencies just so they could share photos and video clips on their media profiles. (Insert: side eye emoji).

In fact, FOMO culture plays a crucial role in driving the ticket resale rates and black marketing of those tickets. The buzz generated by recent Coldplay shows highlights how a lot of the millennials and GenZs are willing to pay that extra dollar even if it means they are buying that ticket illegally and, in all fairness, the frustration that comes with not being able to get a ticket at all. I wonder if this in turn would make international artists hesitate to come to India.

At its core, India's music tourism economy is not going to a be some fleeting trend. At least, not this year. The rise in music tourism is an obvious reflection of those that love adventures and music. The question is no longer which concert you are going to next, but where your next musical gateway will take you!