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Live events and social media are shaping Britons’ 2027 holiday plans
Concerts and sporting events are increasingly shaping Britons’ holiday plans for 2027, according to travel searches compiled in eDreams ODIGEO’s annual report. The figures suggest fans are planning trips around major live events, while social media and interest in less familiar destinations are also influencing travel choices.
After the Oasis tour announcement, searches for Glasgow for spring 2027 rose by 2,380 per cent and Munich by 1,605 per cent; searches to London following Harry Styles’ tour announcement were up 221 per cent year on year. Bulgaria saw a 390 per cent rise after winning Eurovision, while global searches to Brazil, host of the 2027 FIFA Women’s World Cup, increased by 40 per cent. The report says 39 per cent of global travellers have been inspired by social media to visit somewhere new; Rome, Barcelona and Paris led its list of popular destinations, with London fourth.
In short
- Oasis news drove searches for Glasgow up 2,380 per cent.
- London searches rose 221 per cent after Harry Styles’ tour announcement.
- Social media is inspiring 39 per cent of global travellers.
Explained simply
People often plan holidays around concerts, sports and other major events, combining a trip with the chance to see a favourite performer or team. Tour announcements and international competitions can draw visitors to host cities and countries, while also affecting when people search for flights and accommodation.
Social media can introduce travellers to places they might not otherwise consider. Travel companies track searches to understand these changing interests, though search figures show curiosity rather than confirmed bookings. These trends matter to destinations and tourism businesses preparing for future visitors.
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Originally published by Daily Mail as “Concert fever is driving Brits’ holiday plans, with searches to destinations soaring by more than 2,000% – as major travel trends for 2027 are revealed”.