Event-driven travel is becoming one of the most influential forces shaping where young adults choose to go. A recent large-scale survey from Arival highlights a significant shift among travelers aged 18 to 34 in both the United States and Europe.
Nearly half of young Americans and 40 percent of young Europeans now say that an event is a major factor in choosing their travel destination. These events range widely, from concerts and festivals to major sports matches, and their growing importance suggests a fundamental change in how younger generations approach travel planning.
Instead of starting with a place and searching for activities, many now begin with an event and build their entire trip around it.
Why Events Matter More to Young Travelers
Younger travelers increasingly value shared cultural moments, especially those that feel social, immersive and emotionally memorable. Sports events are particularly popular across both the U.S. and Europe, consistently outranking other types of events for this demographic.
While older travelers still often prefer performing arts and cultural programs, younger adults are gravitating toward music festivals, headline concerts, and major sports rivalries. The Arival survey also showed that young adults tend to attend multiple events each year, averaging roughly three to four annual event-driven trips.
This shift also reflects broader lifestyle trends. Millennials and Gen Z travelers frequently seek experiences that are social, story-worthy and aligned with their personal interests. An event often becomes the centerpiece of the journey, giving the trip purpose and creating a stronger emotional connection to the destination.
The appeal extends beyond the event itself. Travelers are pairing these trips with local food experiences, nightlife, meetups and activities that make the journey more rounded and personal.
Opportunities and Spending Trends Shaping the Industry
Event travelers are also demonstrating strong spending power. In the United States, older millennials and Gen X travelers spend the most per event, averaging around 380 dollars.
In Europe, younger millennials and Gen Z spend approximately 220 euros per event, reflecting their willingness to pay for premium experiences such as VIP access or upgraded seating.
This interest in elevated event experiences presents an important opportunity for travel operators. According to Arival, there is an “enormous” potential for companies to create curated offerings that complement the event, from pre-game food tours to post-concert nightlife activities or exclusive behind-the-scenes access.
At the same time, the industry has been slow to integrate event booking directly into travel platforms. Only about a quarter of consumers who purchase event tickets do so through travel websites, leaving significant room for innovation.
Many travelers still rely on separate platforms to secure their event tickets, creating a fragmented experience. As tech-savvy travelers increasingly plan and book online, the gap suggests that travel companies could gain ground by offering more seamless, bundled ticket and travel solutions.
Event-driven travel is now emerging as a long-term trend, not a short-lived shift. As millennials and Gen Z continue to dominate the travel market, their preferences will shape how destinations and travel businesses design experiences. For many young adults, a concert, festival or match is no longer an add-on to a trip.
It is the reason to travel, suggesting a future where event tourism becomes a core pillar of the broader travel landscape.
