📋 Tender Overview
PROMPERU study reveals that 6 out of 10 fans travel every year to attend musical shows and that Lima can consolidate itself as a strategic stop on international tours.Live music has become one of the main drivers of travel worldwide. Concerts and festivals no longer only represent entertainment spaces, but also a powerful motivation for thousands of people to travel inside and outside their countries, generating positive impacts on the economy, tourism and the international visibility of destinations.
This is revealed by the study Musical tourism and the BTS effect, prepared by PROMPERU, which analyzes the global trends in music tourism and the characteristics of travelers motivated by large-scale events. Among its main findings is that six out of ten fans travel every year to attend musical shows, while 85% consider music to be an essential part of their identity.
According to research, the musical traveler is characterized by planning his trips in advance, traveling long distances and prioritizing spending on unique and unrepeatable experiences. Likewise, 80% prefer to invest in experiences rather than material goods and 93% value real experiences more than digital ones.
The study also shows that concerts have become spaces of identity, belonging and emotional connection. 77% of attendees say that crowds make them feel part of a community, while 84% believe that live music brings people together across borders.
Lima gains prominence in music tourism
In Latin America, concerts by international artists are establishing themselves as important drivers of tourism, attracting visitors, activating associated services and strengthening the positioning of host cities.
In this context, Lima shows clear signs of consolidation as a potential center of music tourism in the region. The growing arrival of international artists, the drawing capacity of massive shows and the attraction of foreign audiences contribute to positioning the Peruvian capital within the global circuits of international tours.
Recent cases such as Shakiras concerts, which brought together more than 180 thousand attendees in four sold-out performances, and Bad Bunnys tour, which has generated the arrival of visitors from the United States, Ecuador, Chile and Bolivia, reflect the economic and tourist impact that these events can generate for the city.
The BTS phenomenon and the opportunities for Peru
One of the cases analyzed by PROMPERU is the so-called BTS effect, a phenomenon that demonstrates how musical events can mobilize massive flows of travelers and generate significant economic benefits. In South Korea alone, nearly 800,000 foreign tourists visit the country motivated by the South Korean group, while the announcement of a new tour caused increases in hotel reservations and searches for the destination.
In Peru, the expectation generated by the arrival of BTS in October 2026 allowed more than 521 thousand users to register in virtual queues to purchase tickets, with demand that far exceeded the available capacity. Furthermore, the average ticket reached S/ 844 per person, evidencing the high economic value of this type of visitor.
For PROMPERU, an entity attached to Mincetur, music tourism represents an opportunity to diversify the tourism offer, attract young segments such as generation Z and millennials, and strengthen the countrys international positioning through experiences that generate great impact on social networks and digital media. A large-scale concert doesnt just fill stadiums; It also projects the image of the destination to millions of people in real time.
To learn more about new travel trends, you can visit www.turismoin.pe and follow the WhatsApp channel Turismo In - PROMPERU, where news and resources from the sector are shared.
DATA
6 out of 10 fans travel each year to attend concerts or music shows.
130 million tickets for musical events were purchased during 2025 worldwide.
85% of fans consider music to be an essential part of their identity.
Lima shows clear signs to consolidate itself as a strategic stop on global tours.
Follow us on social networks:
Facebook
instagram
LinkedIn
x
tiktok
YouTube
WhatsApp
