More travellers are planning trips around live concerts, festivals, and destination-based events — the new frontiers of experience-led travel and powerful drivers of tourism and economic growth.
According to a new report from Credence Research, the global music tourism market is projected to grow from US$102 billion in 2024 to more than US$400 billion by 2032. As the trend hits a high note worldwide, festivals are the next big stage for selling immersive experiences.
Calm amid desert wonders: AlUla Wellness Festival
Set amid AlUla’s breathtaking sandstone landscapes, this young but fast-growing festival is dedicated to physical and mental wellbeing through movement, mindfulness, and community-based activities. Expect yoga sessions at dawn, stargazing meditation, and community-based fitness events like marathons and cycling challenges – all surrounded by UNESCO heritage sites like Hegra and Elephant Rock.
Coming up: 2026 dates TBA
World’s largest greenfield music event: Glastonbury Festival
Set across 900 acres of Somerset countryside in southwestern England, Glastonbury is the world’s biggest greenfield music and arts festival, drawing over 200,000 revellers across 100+ stages. Since its inception in the early 1970s, the festival has established renown as a global phenomenon, showcasing some of the biggest names in music including Paul McCartney, Elton John, Rod Stewart, Neil Young andOlivia Rodrigo. With sustainability at its core, Glastonbury takes a fallow year in 2026 to offer organisers and the community a break.
Coming up: 23-27 June 2027
Slurp and savour: Tokyo Ramen Festa
Foodie and ramen lovers will love this 12-day extravaganza of noodle bliss. Tokyo Ramen Festa gathers nearly 40 ramen masters from across Japan at Komazawa Olympic Park. For two weeks, visitors can slurp their way through regional specialties – from rich Hakata tonkotsu to Hokkaido miso ramen – all in one spot. Entry is free, but meal tickets (¥1,100 per bowl) can be purchased at Seven Eleven outlets nationwide in advance or at the venue.
Coming up: Late October - Early November 2026
California dreams and desert beats: Coachella Valley Music and Art Festival
What began as a rock festival in 1999 has evolved into a global cultural moment. Held over two consecutive weekends at Indio’s Empire Polo Club, Coachella draws 250,000 fans with boundary-pushing music, fashion, and art. The festival is known for hosting significant band reunions, including Outkast and Guns N’ Roses, but in recent years have also embraced global music trend like K-pop sensation BLACKPINK. Expect massive sculptures, interactive exhibits, and multimedia presentations too.
Coming up: 10-12 April & 17-19 April 2026
Heart of Asian cinema: Busan International Film Festival
Asia’s most prestigious film festival, BIFF shines a spotlight on the region’s creative pulse. Held at the Busan Cinema Center, this 10-day celebration features red-carpet premieres, open-air Screenings, and conversations with acclaimed filmmakers. Beyond the festival, explore Busan’s cinematic landmarks and movie-themed attractions for a deeper dive into Korea’s film capital.
Coming up: 16-25 September 2026
Beer and Bavarian flair: Munich Oktoberfest
Every autumn, more than seven million visitors descend on Munich’s Theresienwiese – a vast, open festival site – for the world’s largest beer festival across 16 days of steins, sausages, and singing. First held in 1810 to celebrate the
wedding of Crown Prince Ludwig, Oktoberfest remains one of Europe’s greatest cultural events, complete with traditional costumes, parades, and carnival rides. There are numerous beer tents, each with its own personality and theme.
Coming up: 19 September - 4 October 2026
Sustainability meets creativity: Wonderfruit
Thailand’s answer to Burning Man, Wonderfruit is a vibrant celebration of art, music, food, and sustainability. Now in its 10th year, the experimental festival takes place at Siam Country Club in Pattaya, featuring 40+ stages, from DJ domes to experiential dining zones where different experiences unfold around the clock. Expect slow-food feasts, upcycled cocktails, and family-friendly activities (children under 12 get in free) in the lush fields of Chonburi.
Coming up: 2026 TBA
Lights on darkest nights: Lux Helsinki
When the mercury drops below –20°C, Helsinki glows as Lux Helsinki transforms the Finnish capital into a winter wonderland with light installations illuminating landmarks and courtyards. The festival’s “trail of light” also includes
street food markets, art talks, and live performances—proof that the darkest months can be the most magical.
Coming up: 6-11 January 2026