by Lacey Pfalz
Last updated: 10:05 AM ET, Tue July 8, 2025
After an entertainment-heavy 2024 with record-breaking travel for Taylor Swift’s Eras Tour and other popular events, Americans seem to show no signs of slowing down in their desire to enjoy entertainment experiences and relish in their chosen fandoms.
A new Vacation Confidence Index from Allianz Partners USA found that 63 percent of Americans plan on attending at least one ticketed event this year. Forty-three want to attend a sporting event, and 29 percent will travel just to attend a major pop culture event—a five percent increase from 2024.
Event-driven travel aligns specifically with younger generations’ increased desire to spend money on experiences over material goods, with 40 percent of travelers aged 18-34 expecting to attend an event away from their hometowns. By comparison, only 9 percent of travelers over 55 are planning to do the same.
A global poll conducted by EY also found similar leanings: 44 percent of travelers worldwide and 52 percent of Americans are planning to travel to attend an event for fun this year.
"As travelers look to get more out of every trip, we're seeing more journeys tied to live experiences that matter, whether it's a bucket-list concert or a major sporting event," said Emily Hartman, General Manager at Allianz Partners USA. "We're proud to offer travel protection that not only protects the financial investment of the trip itself but also other out-of-pocket expenses like live events and other activities."
Allianz encourages travelers to consider booking protection for their events, such as the brand’s Event Ticket Protector, which can reimburse travelers up to 100 percent for non-refundable ticket costs up to $10,000 in the case they can’t attend the event due to an unexpected illness or other situation.
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