UK fans have embraced international travel in unprecedented numbers in 2024, with nearly one million tickets purchased for live events abroad. Viagogo‘s second annual Year in Live Experiences report highlights the remarkable demand for concerts and sporting events, showing how British music lovers are travelling to global hotspots to attend some of the world’s biggest shows.
Top of the UK’s live event charts this year was pop sensation Taylor Swift, who dominated the ticket sales with her Eras Tour, particularly in London. Fans of Swift, along with other chart-toppers like Liam Gallagher and Bruce Springsteen, fueled a massive spike in both domestic and international ticket purchases. Taylor Swift’s UK tour alone saw 42% of tickets bought a month before the shows, with many fans opting for spontaneous travel abroad to see her live.
According to Viagogo, Coldplay’s UK followers alone racked up an impressive 18.8 million miles attending the band’s global performances in cities including Vienna, Rome, and Munich. The phenomenon of “gig-tripping” has become a major trend, as UK fans travel across Europe and beyond to witness their favourite acts, with destinations such as the US, Germany, and Spain topping the list for UK-based concertgoers.
In 2024, the UK secondary ticket market contributed significantly to the economy, with £733 million in revenue generated across various sectors including travel, hospitality, and retail. The increase in ticket sales also supported nearly 8,000 full-time jobs. This surge reflects not only the growth of the live events industry but also the broader economic impact of fan-driven spending.
Other leading artists in the UK included Liam Gallagher, whose Definitely Maybe 30 Years tour proved a hit with fans, filling venues across the country. Gallagher’s success came ahead of the much-anticipated Oasis reunion, which further heightened ticket sales. Meanwhile, Bruce Springsteen, Foo Fighters, and P!nk rounded out the top five selling artists on Viagogo for 2024.
The trend of international “gig-tripping” has proven especially popular for sporting events, with the Euro 2024 and major NFL games hosted in the UK also driving significant travel. Notably, the Anthony Joshua vs Daniel Dubois boxing match at Wembley and multiple NFL games attracted thousands of UK fans to events at home and abroad.
The report also reveals a growing interest in esports, with The League of Legends World Championship Finals becoming one of the UK’s top-selling sporting events. This marks a significant shift, as digital entertainment increasingly competes with traditional sports for attention.
Looking ahead to 2025, Viagogo predicts continued growth in live event travel. Fans are expected to embrace the flexibility of secondary ticketing platforms, allowing them to purchase tickets closer to event dates. The platform’s success in meeting fan demand underscores the resilience of the live event sector and its vital contribution to the UK economy.
Matt Drew, Business Development Lead at Viagogo, commented: “The resurgence of live events has had a transformative impact on local economies, with fans driving growth in travel and retail sectors. As the demand for flexibility and accessible tickets grows, Viagogo will continue to support fans in accessing unforgettable experiences across the globe.”