Americans Embrace Travel To Attend Ticketed Events This Summer

With Swifties still jet-setting to catch Taylor Swift’s Eras Tour wherever they can and the 2024 Paris Olympic Games just around the corner, it’s clear that Americans are continuing to hit the road to attend some of the year’s most sought-after ticketed events. 

The trend of traveling to catch concerts, sporting events, and live entertainment events is ongoing, according to findings from Allianz Partners USA’s 16th Annual Vacation Confidence Index survey. In 2024, 24 percent of Americans plan to travel to attend a major pop culture event.

The leading travel insurance and assistance company discovered that younger travelers aged 18-34 are leading the charge, with 40 percent planning to venture outside their hometowns to attend such events. Their older counterparts, aged 35-54, trail behind, with 26 percent expected to pack their bags to participate, while only nine percent of those over 55 have similar plans. 

The survey also highlighted that 63 percent of Americans intend to attend at least one ticketed event this year (no change from last year), with 18 percent expecting to attend three or more events (down two points from 2023).  

With A-list performers and spectacular sporting events on the docket, it makes sense that 71 percent of younger Americans (aged 18-34) will count themselves among the crowd for at least one ticketed event in 2024. However, this marks a seven-point drop from last year. Likewise, 71 percent of those aged 35-54 are planning to attend at least one event, bumping the needle up four points over last year. Meanwhile, 50 percent of those aged 55 and over also plan to attend ticketed events (up two points from 2023), showing varied engagement across age groups.

The research demonstrated that, when it comes to their preference for ticketed events, concerts, festivals and performing arts events are the top choices for more than half (52 percent) of Americans, followed by sporting events (43 percent). 

“Ticketed events continue to set the stage for American travel,’” said Daniel Durazo, Director of External Communications at Allianz Partners USA. He added, “If you plan to build a trip around an event, ask your ticketing provider about event ticket insurance which may reimburse you up to 100 percent of non-refundable ticket costs if a covered situation prevents you from attending. Travel insurance can also help reimburse pre-paid, non-refundable travel costs, up to the plan’s maximum limit, if you have to cancel your trip for a reason covered by the policy.” 

Allianz Partners’ Event Ticket Protector product (available through leading event ticket providers) offers reimbursement for up to 100 percent of non-refundable ticket costs, to a maximum of $10,000, when the policyholder can’t attend their event for covered reasons. These can include such circumstances as an eligible unexpected illness or certain non-voluntary job losses. Customers also benefit from 24/7 assistance via the company’s dedicated event hotline. 

This article originally appeared in TravelPulse.