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Brits increase international travel to live events by 41%

by LLB Reporter
20th Dec 23 5:44 am

viagogo, the world’s leading marketplace that helps fans buy and sell tickets to their favourite live events, today released its first annual Year in Live Experiences Review.

The wrap-up dissects the trends and events that have dominated headlines this year. This year more fans than ever headed to the UK for bucket list experiences including Wimbledon, F1 at Silverstone, Bruce Springsteen at Hyde Park and Beyoncé’s Renaissance tour.

At the same time, Brits are venturing outside the UK to see their favourite acts, and viagogo reports a 41% increase in fans purchasing tickets for events abroad compared to the previous year.

Highlights of the review

Flying Fans: Both music and sports fans flocked to London to watch The Weeknd, NFL games, Bruce Springsteen, Beyoncé and more. Fans from 90 countries, from Bermuda to Brazil, Singapore to South Africa, bought tickets on viagogo to see Queen Bey’s Renaissance Tour in the UK. Supporters from 40-plus countries bought tickets to experience the Ashes.

U.S. Football Finds Its UK Supporters: 16 years ago the New York Giants and Miami Dolphins brought the NFL to the UK. However, according to viagogo data, this year was the very first time the majority (58%) of NFL spectators at Wembley and Tottenham Hotspur Stadium were UK-based enthusiasts, and not visiting fans.

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Hometown Favourites: Wimbledon, England Cricket, Six Nations and Formula One led the rankings for the most popular sports in the UK. The F1 British Grand Prix climbed from fourth to second most popular live sporting event in the country.

The Beginning of An Era: viagogo ticket sales for Taylor Swift’s UK The Eras Tour next year are already tracking at 50% more than Beyoncé achieved in all of 2023. Ticket sales for her Wembley Stadium shows have already claimed three spaces on viagogo’s list of the ten most anticipated shows in the UK for 2024.

What’s in store for 2024: While Taylor Swift’s stadium shows are dominating demand, British performers make up 50% of the most sought-after tickets in the UK. Take That, Liam Gallagher, Depeche Mode, Bring Me The Horizon and Eric Clapton hold five of the 10 most popular tickets for UK events in 2024.

“London has always been a hotspot for great live music and competitive sport and that’s especially clear in 2023, as we’re seeing record numbers of fans travelling in to share the magic,” said viagogo Global MD, Cris Miller.

“The UK has been experiencing a resurgence in live events. Fans globally are leveraging our platform to plan holidays to get to these gigs. The knock-on effect of these memorable moments has a positive impact on local businesses and shows the growing demand for these in-person experiences.”

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