Live ticketed events from sports to music festivals are inspiring more and more Americans to travel this summer, with the youngest generations leading the way.
New data from Allianz Partners' Global Travel Confidence Index sheds additional light on this growing trend, showing that almost two-thirds of Gen Z (65 percent) and Millennials (63 percent) are planning to attend live entertainment or experience while traveling this summer.
What's more, more than half of Gen Z travelers (52 percent) say a ticketed event is the main reason they are traveling this summer.
According to Allianz's latest index, nearly six in 10 American travelers (57 percent) say they are likely to attend a ticketed concert, festival or performing arts event while traveling this summer. And nearly four in 10 (38 percent) say attending a ticketed event is the primary purpose of their trip.
Summerfest at Henry Maier Festival Park in Milwaukee. (Photo Credit: Patrick Clarke)
With the 2026 FIFA World Cup set to kick off across North America in a matter of days, sporting events lead the way in terms of the most popular events and experiences driving travel, with 38 percent of travelers planning trips around sporting events or tournaments.
However, Americans are also in search of immersive experiences through cruises and expeditions (38 percent), hobby- or sport-based travel such as marathons and running events (36 percent) and spa or wellness retreats (32 percent).
"Travelers today are looking for more than just time away; they're seeking experiences that feel meaningful, memorable, and worth investing in," Emily Hartman, General Manager at Allianz Partners, said in a statement.
"Whether it's traveling for a once-in-a-lifetime concert, a championship sporting event, or a bucket-list cruise, these trips often involve significant emotional and financial investment," added Hartman. "Protecting those experiences has become increasingly important for travelers, and we're proud to offer travel protection that not only protects the financial investment of the trip itself but also the experience."
For travelers planning a getaway around a ticketed event, Allianz Partners offers an Event Ticket Protector that can reimburse up to 100 percent of non-refundable ticket costs and provides access to 24/7 assistance through the company's event hotline.
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