From Coldplay to the Swifties: Why UAE is becoming a global hotspot for music tourism

Khaleej Times

29-04-2025

A new wave of travel is sweeping across the UAE, driven not by beaches or luxury shopping, but by booming concert tourism.
The region, especially Dubai and Abu Dhabi, is becoming a magnet for global music lovers who are now booking trips specifically to attend mega concerts and festivals.
This was revealed at this year's Arabian Travel Market which is currently taking place at the Dubai World Trade Centre.
'I think the biggest one that we see making a big difference here in the region has been 'concerts',' said John Bevan, CEO of Dnata Travel Group, noting the dramatic impact of live music on tourism. 'We're going to see festivals moving into this part of the world, especially Dubai…and I think it's generating that reason (not only) to travel, reason to travel back.'
Post-pandemic recovery and aggressive entertainment programming have elevated the UAE's status as a destination not just to visit once, but to return to repeatedly. 'Dubai is super popular. Nowadays, who hasn't been here at least once?' added Bevan.
Travel experts emphasised Abu Dhabi has already seen the impact, with global acts like Coldplay drawing in international fans, while the so-called 'Swifties phenomenon', a reference to Taylor Swift's devoted fanbase, has underscored the rise of travel tied exclusively to concerts.
'People now will literally book a concert, go somewhere, and then stay on a few nights.' Yet, it's not just music. Formula 1 in the Capital continues to be a massive draw. 'That's been happening for a while…the F1 in Abu Dhabi. With the recent takeover by the Americans (artists), they've built the popularity, added fun, and it's bigger than ever.' Bevan said, describing a growing trend where leisure and live entertainment are blending seamlessly into longer, more meaningful travel experiences.
Challenges
However, this explosive demand doesn't come without its hurdles. 'The challenge with that is the real peak in demand. The bigger the event, the bigger the challenge,' he acknowledged. Yet, the UAE's infrastructure is proving up to the task. 'What's very impressive about this part of the world – it handles that really well. So, when we look at events happening in Abu Dhabi, it spills over here to Dubai very easily.'
While current transport options still rely primarily on cars, industry observers are optimistic. 'Transport links are simple, still by car, not by train yet,' the expert noted. 'So, I think the challenges will be around if they really do put on -- as we see more of these events happening-- how do we plan that, and how do we celebrate?'
Other industry heads also concurred that concerts and global sporting events are reshaping travel behaviour in the UAE, along with 'digital nomads' flocking to countries like the UAE, Mexico, and Portugal, where relaxed visa policies make long-term stays easier and more appealing.
In light of this momentum, they pointed out the focus on responsive infrastructure becomes essential.
'Flexible supply that can support both the actual accommodation and the affordability of the accommodation during mega events is critical, especially when there's a supply squeeze and the region is in a growth mode. Keeping on top of demand with supply that can expand quite quickly is important. We see a lot of strength in this region with Gen Z travellers and with families for events. That's a microtrend," Amani O'Neill, Senior Public Policy Manager Middle East at Airbnb, said.Therefore, tourism professionals underlined that keeping pace with demand through quickly scalable supply is key.
However, they reiterated there remains a need to move beyond iconic landmarks and major city hubs to address dispersal, ensuring tourism and development spread more evenly across lesser-known areas.
Rise in 'Home' segment
A rising microtrend within the tourism industry is the growing preference for the 'Home' segment -- accommodation options like vacation rentals, homestays, and short-term apartments.
Foud Talaat, Regional Manager Booking.com, said, 'Home' is an important segment, still smaller compared to the rest of the segments, but it's outpacing the other segments in terms of growth. This is because consumers are looking for something different, maybe specific amenities, more spacious rooms, or even going and staying at a place that is less tourist like compared to the other hotels.'
Slow travel
As modern travel evolves, luxury train travel is emerging as significant lifestyle choices, not just fleeting trend. Gen X and Millennials, in particular, are seeking more meaningful, slower-paced journeys that blend work and leisure.
Experts highlighted that experiential train travel is making a strong comeback, offering both scenic routes and immersive stopovers that drive spending and satisfaction.
Leila Serhan, Senior Vice President and Group Country Manager for North Africa, Levant and Pakistan (NALP) said, 'Global train travel is on a rise, and if we look at the different ways people travel, it's probably the fastest growing, at 59 per cent in terms of spend. This 'slow travel' ethos reflects a desire for deeper cultural experiences, wellness, and a break from the burnout cycle.'