Gen Z music travel boosting overseas tourism: Study

India’s Gen Z is increasingly travelling for live music and cultural events, but gaps in domestic infrastructure and capacity are pushing billions of rupees in tourism spending abroad, according to a new study by Bhavan’s College MSEED.

The research, conducted by Dr Jateen Rajput, Dean and Executive Director of Bhavan’s College MSEED – Management School of Events and Experience Design, highlights how concert-led travel is reshaping travel preferences among young Indians. Live music festivals, global tours and large-scale cultural experiences are now emerging as primary trip motivators for Gen Z travellers.

However, the study points out that limited venue capacity, inadequate infrastructure, high pricing and regulatory hurdles in India are forcing many young music enthusiasts to attend concerts and festivals overseas, benefiting international destinations instead of domestic tourism hubs.

According to the findings, addressing these structural gaps could unlock significant economic potential for India’s tourism and events ecosystem, while also creating employment and boosting allied sectors such as hospitality, transport and local businesses.

The study calls for targeted investments, policy reforms and public-private collaboration to help India retain its growing youth-driven cultural tourism demand and position itself as a global live-events destination.