Return of Music Festivals Boosts Tourism Restoration

Skift Take

Music lovers have returned to festivals with a vengeance, however they’ve additionally grow to be pickier and extra environmentally acutely aware. So tourism authorities must adapt to their new priorities.

Music lovers have returned to festivals in massive numbers this summer time after their Covid-induced pause, an infinite boon for locations counting on these occasions to draw guests and speed up their tourism restoration.

Jamaica is a type of locations, with its well-liked and profitable Reggae Sumfest serving to enhance customer numbers to the nation. Jamaican Tourism Minister Edmund Bartlett credited the July occasion for bolstering its tourism rebound, with the island setting a document for many vacationer arrivals in a single summer time.

“It was the primary time the occasion was staged in individual for the reason that pandemic, and attracted quite a few worldwide guests to the island throughout its busy summer time journey season,” Bartlett mentioned concerning the Caribbean’s largest music competition, which had attracted as many as 10,000 guests to the nation previous to the pandemic.

“The success of this Reggae Sumfest is a testomony to the return of journey, particularly for occasions.”

The return of Brazil’s Rock in Rio competition earlier this month additionally supplied a much-needed enhance to Rio de Janeiro’s tourism trade, attracting guests from all of Brazil’s states and 31 international locations. Roughly 60 % of the 700,000 attendees for the offered out occasion, which injected $323 million (1.7 billion reais) into the native financial system in 2019, got here from outdoors of town.

“Throughout the summer time of 2022, there was an enormous demand for occasion journey,” mentioned Joseph DeMarinis, CEO of BookSeats.com, a platform that permits eventgoers to guide customized packages for tickets and lodging. Music followers have spent virtually 3 times extra on journeys for 2022 occasions than those who passed off in 2019.

The return of giant crowds additionally presents important challenges for music festivals which have lengthy struggled to go inexperienced. However organizers are taking steps to be extra sustainable although. Glastonbury requested the roughly 200,000 attendees at this 12 months’s occasion to decide to a inexperienced pledge to fight littering. In the meantime, Rock in Rio has set a aim of changing into a zero-waste occasion whereas limiting using plastic cups and straws.

“Increasingly more individuals (are paying) consideration to touring in a sustainable manner,” mentioned Tomas Loeffen, managing associate at Competition Journey, an Amsterdam-based firm arranges journeys to occasions throughout Europe.

Loeffen additionally believes vacationers are much less fascinated by commonplace journey packages.

“One other pattern we see is individuals having extra particular wants than ever earlier than, which makes commonplace packages — competition ticket, bus and tenting — not sufficient for them anymore,” Loeffen mentioned. “They want to select very particular issues like in the future of additional tenting or a breakfast bundle within the competition practice.”

Relating to the long run, DeMarinis anticipates the summer time 2023 season will probably be even bigger, particularly for vacationers desperate to attend music occasions worlwide. Loeffen believes that would be the case.

“In pre-Covid years, we noticed a rise (in vacationers) visiting festivals,” Loeffen mentioned. “And for 2023, we anticipate this to proceed. It will likely be the primary regular 12 months, with individuals having fewer commitments to meet up with and no ticket rollovers.”

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