The rise of experiential tourism is driving a significant spike in visa applications, according to the latest report from atlys, a leading visa processing platform. The growing trend is fueled by a new wave of travellers eager to attend global concerts, sports events, and cultural festivals, with the demand for visas reflecting this shift in travel preferences.
Data from atlys shows a 20 per cent increase in visa applications for Taylor Swift’s highly anticipated Eras Tour, marking a growing trend where fans cross international borders to experience live performances. This concept of ‘gig tripping’ has also been observed with Coldplay’s world tour and Diljit Dosanjh’s Illuminati Tour, which alone has driven a 10 per cent rise in visa requests, particularly among young adults aged 25-35 from urban centers like Mumbai and Bangalore. The surge indicates that concerts are no longer just entertainment but a major motivator for international travel.
“Experiences are becoming the primary reason for travel,” said Mohak Nahta, Founder and CEO of atlys. “Whether it’s a concert, sports event, or cultural festival, travellers are now seeking moments that resonate deeply with them. We’re excited to simplify the visa process, so people can focus on these enriching experiences rather than the paperwork.”
This preference for experience-driven tourism aligns with global travel trends, where millennials and Gen Z travellers prioritize unique experiences over traditional sightseeing. According to the OECD’s Tourism Trends and Policies report, more than 70 per cent of travellers now value meaningful experiences over material possessions. This shift is reflected in a broad spectrum of activities, from concerts to sports and cultural festivals.
With over 9 million foreign tourists visiting India in 2023, the country’s rich cultural heritage, diverse landscapes, and competitive pricing have made it one of the top destinations in South Asia. This surge in tourism has translated into substantial economic gains. Foreign Exchange Earnings (FEEs) from tourism reached USD 15.3 billion in the first half of 2024, reflecting a 17.6 per cent increase from 2023 and a 5.5 per cent jump from 2019.
In the world of sports, visa applications have seen a notable uptick around major events. The Abu Dhabi Grand Prix and Formula 1 races in the US, Mexico, and Brazil have driven a 10-12 per cent rise in visa requests from Indian cities like Delhi, Mumbai, and Hyderabad. Meanwhile, the upcoming Paris 2024 Olympics has triggered a 60 per cent increase in visa applications from Indian sports enthusiasts looking to witness the historic event in person.Cultural festivals also remain a significant driver of travel. Oktoberfest in Germany has led to an 18 per cent rise in visa applications, while in India, traditional celebrations like Diwali and Durga Puja have resulted in a 15-18 per cent increase in inbound visa requests. Non-resident Indians (NRIs) and international visitors from Europe, the US, and Southeast Asia are flocking to India to reconnect with cultural roots and partake in the festivities, with cities like Mumbai and Kolkata expected to see a major influx of visitors.
