The latest report from Arival highlights a significant shift in how younger travellers plan and spend. Events, from music festivals and cultural performances to live sports, are increasingly the primary reason for trips rather than an add-on.
Arival’s Event-Driven Traveler report, based on an online survey of 2,400 US and European travellers in France, Germany, Spain and the UK, was conducted in fall 2024. Respondents qualified as “event travellers” if they had taken a leisure trip of at least 100 miles from home in the past year, stayed overnight, and attended a performing arts or sporting event. The study examined their behaviours, preferences and attitudes around event attendance, trip planning and spending.
A live event was a key factor in choosing the destination for nearly half of US travellers aged 18-34, and for two in five travellers in Europe. This trend is reshaping itineraries, driving travel spend, and creating new opportunities for experience providers.
In 2024, 73% of US travellers and 60% of Europeans attended an event. Younger travellers attended an average of 3.7 events per year in the US and 3.0 in Europe. US travellers aged 35-54 spent nearly US$400 per event, the highest of any group, while European travellers aged 18-34 spent 221 euros (US$241) per event, topping all other age groups.
Sports dominate attendance, although performing arts remain strong among older travellers. Most travellers book tickets before their trip, with 53% securing them in advance in both regions.
The report shows that events influence the entire travel journey. In the US, football, basketball and baseball lead sporting event attendance, while in Europe, soccer and tennis are most popular. Concerts and cultural performances also rank highly, illustrating the variety of experiences travellers seek. Planning is intentional, with most securing tickets weeks ahead to guarantee access, though many continue researching close to the event date, emphasising the need for visibility among last-minute planners.
These insights will form a central theme at Arival 360 Valencia, taking place from April 27-29, 2026. Under the theme The Tomorrow Operator, the event will explore how tours, activities and attractions can adapt to this new reality, examining generational travel shifts, demand management around high-profile events, and the use of AI to personalise and optimise event-driven experiences.
Douglas Quinby, CEO and co-founder of Arival, said that events are becoming a key driver of travel planning, particularly for younger generations. “For many travellers, the concert or match isn’t just part of the itinerary – it’s the reason they’re going. The event-driven traveller is highly intentional. They’re researching across social platforms, booking early to avoid sell-outs, and spending significantly.
“The opportunity for experience companies to build around these behaviours is enormous. Operators who can connect the dots between events, local experiences and seamless booking will be best positioned to capture this growing market.”
