A music festival on the mountainside. And with the pull of that song, pack your backpack and run! Saying goodbye to the monotonous daily life and the well-organized tourist centers, India’s Gen Z is indulging in a new craze. The craze of music festivals attracts them more than a cup of steaming tea on the beach or the mountains. Where is the destination – that question is secondary now. The next destination of the trip is decided by looking at the concert line-up.
What is music tourism?
The old formula for creating a travel itinerary is now a thing of the past. According to a recent survey, one in three young tourists now prefer music festivals over traditional vacations. Being swept away by the sounds of music under the open sky in a forest, valley or riverbank is now the travel goal. From the Zero Festival or Cherry Blossom in northeast India to Tomorrowland in faraway lands—the definition of travel is changing around live music.
‘Ekla’ Chalo Re’
is a festival-focused tour that mostly attracts young people. The majority of the passengers are between the ages of 21 and 28. Interestingly, about 80 percent of the tourists who embark on this tour under the influence of music prefer to travel alone. Their main goal is to blend in with a group of strangers and become one. This tour, which starts with singing, eventually becomes a destination for spiritual connection.
What are the advantages of such tours?
These trips are not limited to just the music and performances on stage. Tourists also enjoy the local culture, trekking, local food and cafe culture. These five- to eight-night tours travel in small groups. This gives them the opportunity to explore the entire area on their own, in addition to the music festival.
Statistics at a glance
- Bookings around the mega music event have increased by about four to five times.
- Young people are starting to plan for festival-related trips an average of 45 to 60 days in advance.
- The Zero Festival in Northeast India has grown the most in popularity.
- The trip budget for these domestic events starts at 25,000 taka.
This wave of music tourism is also giving new life to the local economy. Cafes, homestays and local guides are gaining income. The festival is not just stopping at the stage, but is becoming a holistic travel experience across borders.