Passion tourism: Combining thirst for travel with a deep interest

Travellers are increasingly letting their passion drive their trips. Think music lovers attending popstar Taylor Swift’s Eras Tour in Singapore, cricket fans flying to the US for the recently concluded T20 World Cup, or sports lovers booking tickets for the Paris Olympics 2024. ‘A STRONG SHIFT’ IN INDIAN TRAVELLERS’ PREFERENCES “When Taylor Swift and Coldplay announced their concert dates in June 2023, Singapore witnessed a 10x rise in year-on-year searches by travellers from around the world. “We’ve seen a strong shift in Indian travellers’ preferences and will to spend on experiences,” says Daniel D’Souza, president and country head, Holidays, SOTC Travel, adding, “Occasion or eventbased travel for events such as Coachella and Tomorrowland, cultural festivals such as La Tomatina, and experiences such as chasing the Northern Lights in Norway, or African safaris, have seen a growing demand.” Kumar says, “This year, 25% of Indian travellers plan to visit a place to experience a cultural event, 21% intend to travel for a music festival or concert and 17% for a sporting event.” DOMESTIC PASSION PROJECTS RULE, TOO “The trend is not confined to just international events. THE 2024 PASSION TRAVEL BUCKET LIST Hornbill Festival, Nagaland Pushkar Camel Fair, Rajasthan Serendipity Arts Festival, Goa Mysore Dasara, Karnataka Mumbai Comic-Con 55th International Film Festival of India, Goa