Americans Increasingly Plan Summer Travel Around Concerts, Pop Culture Events And Live Sports

More Americans are skipping traditional getaways this summer in favor of travel that gets them closer to the action — whether thats a concert, convention or big game.

According to new survey data released by Allianz Partners USA in its annual Vacation Confidence Index, 63% of Americans say they plan to attend at least one ticketed event in 2025, and 43% plan to attend a sporting event. Nearly one in three (29%) say theyre traveling specifically for a major pop culture event like a fan convention, film premiere, or viral festival — a five-point increase from last year.

The Vacation Confidence Index survey, released each summer since 2009, was conducted online by Ipsos Public Affairs from April 14 to 15, 2025, with a sample of 2,005 U.S. adults.

The trend comes in the wake of a historic run for the live entertainment industry. With blockbuster tours like Taylor Swifts Eras Tour and Beyoncés Renaissance Tour, live events became travel-worthy spectacles. Swifts tour alone caused tourism spikes in every host city, with fans booking flights and hotels across the country — and in some cases, internationally — to catch a show.

As more entertainers and sports franchises ramp up their in-person events, younger generations are embracing the opportunity to align time off with entertainment calendars. Experience-first travel is gaining ground as fans increasingly plan vacations around passions and pop culture moments.

To meet demand, Allianz offers Event Ticket Protector, which can reimburse up to 100% of non-refundable ticket costs — up to $10,000 — for covered reasons such as illness or job loss. Customers also have access to a 24/7 event hotline. The product is available through major ticket providers and is part of the companys broader suite of travel protection options offered through airlines, cruise lines, hotels, and direct-to-consumer channels.

“As travelers look to get more out of every trip, we’re seeing more journeys tied to live experiences that matter, whether it’s a bucket-list concert or a major sporting event,” said Emily Hartman, General Manager at Allianz Partners USA. “We’re proud to offer travel protection that not only protects the financial investment of the trip itself but also other out-of-pocket expenses like live events and other activities.”