The country rocked to Coldplay, Travis Scott, Ed Sheeran, Enrique Iglesias, Shawn Mendes, and Guns N’ Roses this year, while singer-musician AP Dhillon, American rapper Post Malone, Grammy-winning guitar legend Tom Morello, and Sunburn Festival 2025 attractions David Guetta, Sara Landry, Axwell, Above & Beyond are set to rock the year-end.
Bollywood singer Sonu Nigam’s Satrangi Re India Tour is already on and will cover seven Indian cities, while Sunidhi Chauhan will perform in Delhi this month-end. The new year will host Lollapalooza India with Linkin Park and Playboi Carti in Mumbai; Lumineers in Delhi-NCR, and Bandland 2026 in Bengaluru.
With blockbuster tours by Coldplay, Bryan Adams, Travis Scott, Akon and Enrique Iglesias drawing record crowds and upcoming calendar featuring Rolling Loud, Lionel Messi’s GOAT India Tour; David Guetta, Jacob Collier, and The Script, India is fast emerging as the next big stage for live music and entertainment. This is transforming not just the entertainment landscape, but also tourism, hospitality, aviation, and local economies.
As per a white paper titled ‘India’s Live Events Economy: A Strategic Growth Imperative’, released earlier this year at the WAVES-2025 summit, the live events industry is valued at over Rs 20,800 crore in FY25, having grown 15% in the past year. It is projected to double by 2030, signalling a vibrant new growth engine for India’s creative economy.
Prime Minister Narendra Modi has also lauded this phenomenon, describing it as the ‘concert economy’, a reflection of how large-scale live events can drive cultural and economic dynamism. He has stressed on how global artistes and fans are recognising India’s growing significance on the international touring map.
From Metros to Malls
District by Zomato, which serves as a booking platform for such events, is witnessing significant growth even from small towns. The company’s CEO Rahul Ganjoo said, “India’s live events market is entering a defining growth phase as these events attract dedicated fan communities that are young, digitally native, and willing to spend on experiences that reflect their identity.”
Additionally, improved connectivity and aspirational consumption is making cities such as Ahmedabad, Pune, Kochi, Shillong, Guwahati emerging new cultural hotspots. “Tier II and III cities are now vibrant destinations for large-scale concerts. This deepening participation signals a maturing audience ready to spend more for world-class experiences,” said Ganjoo.
In Assam, for example, the state tourism department has partnered with ticketing and live events platform BookMyShow to host national and international concerts. “Guwahati is gearing up for a luxury boom with 11 five-star hotels in the pipeline. By promoting Assam as a year-round destination for wellness, MICE, and music tourism, we aim to attract both domestic and global visitors,” said Padmapani Bora, secretary, tourism department, Assam.
As per Naman Pugalia, chief business officer, live events, BookMyShow, the decentralisation of live entertainment is driving international and Indian artistes to explore newer cities beyond the traditional metros. “The demand we’re seeing, with international artistes returning within the same tour cycle, also signals how India is an unmissable destination on the global touring map,” said Pugalia.
BookMyShow Live and various state tourism boards are working to streamline permissions, develop single-window clearance systems, and set up public-private facilitation units to simplify event organisation. The platform has recently signed an memorandum of understanding (MoU) with the Delhi government to make the capital a global live entertainment hub, adding Rs 3,000 crore to the city’s economy in the next two financial years, while also collaborating with Industrial Development Corporation of Maharashtra (CIDCO) to develop a state-of-the-art, multi-purpose arena for live performances, a long-awaited move in a country where concerts are often staged in cricket stadiums. “The vision is to host world-class concerts in India as seamlessly as it is done globally. Through infrastructure upgrades and better inter-departmental coordination, we are ensuring that India’s live entertainment ecosystem can meet global standards,” Pugalia said.
True Economic Impact
For instance, the economic impact of the Coldplay concert in Ahmedabad earlier this year is estimated in the EY-Parthenon report to be Rs 641 crore-Rs 392 crore flowing directly into the city’s economy and Rs 72 crore collected in GST revenue. From hotels and restaurants to local transport and retail, every sector experienced a surge. Passenger traffic at Ahmedabad airport jumped 30-40%, hotel tariffs hit record highs of Rs 90,000 a night, and food delivery platforms saw exponential growth.
Raghav Anand, partner & leader, digital, media and convergence at EY-Parthenon, attributes this surge to India’s changing consumer behaviour. “This enthusiasm for world-class events reflects not just rising disposable incomes but an evolving cultural fabric that craves immersive experiences. The live entertainment sector, which crossed Rs 12,000 crore in 2024, is becoming a cornerstone of India’s experiential economy,” he said.
For India’s hospitality and travel sectors, the concert economy has unlocked a new era of opportunity. KB Kachru, president of the Hotel Association of India (HAI) & chairman—South Asia, Radisson Hotel Group, said this is a “dual opportunity” for hotels. “Firstly, operators can leverage surge-period demand around marquee events. Secondly, they can position their properties as experience centres for entertainment tourism. These events not only fill hotels and restaurants but generate employment and enhance visibility for India as a high-value experiential travel destination across states.”
As per global technology and digital talent solutions provider NLB Services, the sector could create up to 12 million jobs by 2032, with more than 100 large-format concerts expected annually. This will not only benefit metropolitan cities but also unlock massive potential in Tier 2 and 3 markets.
Concert tourism is a fast emerging segment for fans who no longer just travel to attend shows but plan weekends around them. “Across Delhi, Mumbai, Bengaluru, Guwahati, and Shillong, we’ve seen over 10% increase in travel demand compared to the same period last year and over 28% jump over the last quarter,” said Manjari Singhal, chief growth & business officer, Cleartrip. The surge and demand highlight how travel is becoming more experience-first and culture-led, especially among younger audiences who see music, sport, and lifestyle events as reasons to explore new cities.
SD Nandakumar, president & country head, holidays & corporate tours, SOTC Travel, said, “More millennials and GenZ fans are eager to witness their favourite band/artistes perform live. The demand is from tier 2 & tier 3 markets such as Pune, Chandigarh, Nagpur, Ahmedabad and Mysuru. We have brought in top celebrity music artistes for private and exclusive performances that have highlighted R&R (rewards and recognition) incentive trips for leading Indian corporates.”
However, new-age travellers now combine music with exploration, cuisine and culture to create memorable, well-rounded holidays. “This travel trend planning and booking is based around concert-lineup dates, booking flights and hotels months in advance to avoid last-minute disappointments. We’re seeing strong interest in travel to global concert destinations. Integrating such events into travel plans can create unforgettable holidays that enhance the overall experience,” added Rajeev Kale, president & country head, holidays, MICE, visa, Thomas Cook (India).
