Can Calvin Harris boost bookings for...

DJ's performance at Ushuaïa Dubai Harbour festival could attract international visitors and see room rates jumping

World-famous producer, DJ and songwriter Calvin Harris will perform at the Ushuaïa Dubai Harbour Experience, an open-air musical festival in Dubai Harbour, on 26 October 2024.

Replicating the flagship event, Ushuaïa Ibiza, the Dubai version aims to "deliver an open-air musical spectacular unlike any the region has ever seen", according to organisers.

In attracting large audiences, music events of this kind can drive substantial changes in both hotel and short-term rentals occupancy rates – and also boost bookings for travel agents building itineraries around major events, according to data analysts.

The Data Appeal Company analysed three recent music events – Coldplay in Rome, Adele in Munich and Rock in Rio – to ascertain the music industry's economic impact on the travel and tourism sector globally.

Data sourced from various Online Travel Agencies (OTAs), including Booking.com and Expedia, suggest that music events not only boost local business but also create a positive feedback loop through social media promotion.

Adele's European performances in Munich in August, held at a specially constructed open-air arena at Messe München that accommodated 80,000 people, drove up hotel prices by up to 110% when compared to typical weekday prices during August.

Coldplay's July concerts in Rome drew some 70,000 attendees and generated an estimated spending of more than US$18 million in the city.

Rock in Rio, a heavyweight in the global festival scene, is expected to attract more than 700,000 attendees this September. The event has already influenced a 93% increase in accommodation rates.

The Data Appeal Company’s CEO, Mirko Lalli, said: "Events of this scale not only attract thousands of visitors but also bring significant economic benefits to the host destinations. This says a lot about how much tourist destinations should invest in an optimal calendar of international artist dates, now capable of attracting overseas fans as well.”

Partner and Director of Marketing and Communications at Mabrian, Carlos Cendra, added: “By examining how different music styles and events influence traveller behaviour and demographics, destinations can better understand spending patterns and overall impact. This information is crucial for developing strategies to attract music shows that align with specific tourism goals.

“Moreover, tracking the reach of musical tourism is essential for making informed decisions about campaign strategies, channels and formats to position a location as a musical destination, thereby attracting high-value travellers and promoting a more balanced distribution of tourist spending.”

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