Event tourism fuels summer travel demand, Allianz Partners finds

This summer, event tourism is emerging as a major driver of leisure travel, according to new findings from Allianz Partners’ 2026 Global Travel Confidence Index.

The research shows 57% of American travellers say they are likely to attend a ticketed concert, festival or performing arts event while travelling this summer, while 38% say such events are the primary purpose of their trip.

Younger travellers are leading the trend, with nearly two-thirds of Gen Z (65%) and millennials (63%) planning to attend live entertainment while travelling. More than half of Gen Z travellers (52%) say a ticketed event is the main reason for their trip.

Sporting events remain a key draw, with 38% of travellers planning trips around tournaments or competitions, while immersive travel such as cruises, expeditions, hobby-based trips and wellness retreats continues to gain traction.

Travellers are also blending leisure with work and lifestyle goals, as 31% of Americans plan to extend trips for ‘bleisure’ travel, 28% expect to work remotely for several weeks, and 23% aspire to longer-term digital nomad lifestyles.

At the same time, 35% of travellers say they are increasing spending on luxury travel experiences, rising to 44% among those under 35.

The findings are based on a survey of 2,001 Americans conducted by Ipsos Public Affairs on behalf of Allianz Partners, defining a vacation as a leisure trip of at least one week and at least 100 miles from home.

Industry observers say experiential demand is reshaping insurance needs and travel risk planning globally.