The days of travelling to and from a match or concert are over. According to a recent study by Collinson International, sporting and musical events are now among the major drivers of global tourism; Expedia Group even estimates that 44% of fans have crossed a border for their last match. Eager to experience the moment live, fans also take advantage of the trip to discover the host destination. As a result, the ticket becomes the starting point for a veritable cultural tour.
Music: the pilgrimage effect
In Latin America, the scene is attracting increasingly international crowds. In Buenos Aires, Lollapalooza 2025 is expecting 300,000 participants; the Argentinian capital has become a crossroads for event tourism thanks to its cultural offering and its air connections. In Colombia, Estéreo Picnic welcomed 150,000 festival-goers to Bogotá, combining concerts with local gastronomy.
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The phenomenon is further amplified by the artists’ tours. Shakira‘s six ‘Las Mujeres Ya No Lloran’ (Women Don’t Cry Anymore) dates drew 200,000 spectators in Colombia, boosting hotel occupancy in the host cities to 95%. The same dynamic is evident for Lady Gaga, who after a 13-year absence gave a concert in Mexico City in front of more than 60,000 fans, and who on 3 May will perform on Copacabana beach in Rio de Janeiro in front of more than 240,000 spectators, including almost 192,000 from abroad!
Sport: the call of the field
On the pitch, football remains king. The 2026 World Cup (United States, Canada, Mexico) is expected to attract more than 5 million visitors during the month of the competition. Women’s football will also have its moment of glory: the women’s Copa America will be played in Ecuador this summer. But the region knows how to vary its disciplines: marathons in Lima or Iguazú, Ironman in Florianópolis… Every starting line is an excuse to extend your stay.
Local benefits and tailor-made offers
Hoteliers and travel agencies are not mistaken: ‘concert + city-tour’ packages, ‘match + heritage’ tours or wine-tasting getaways after a marathon are all on the increase. The local economy benefits, from restaurateurs to guides, while tourist offices cultivate a dynamic and creative image.
Travelling for excitement… and back again
Whether it’s a favourite song at dusk or a last-minute goal, shared emotion now acts as a tourist trailer. By transforming a simple trip into a 360° exploration, Latin America is proving that it has everything – stadiums, stages and smiles – to make travellers want to come back, just as they demand an encore after the concert.
Photos: Promtur
