After more than two years of going without in-person events — or adhering to mask mandates, attendance caps, and vaccine and/or testing requirements imposed on large gatherings — Americans are ready to start again at incorporate live entertainment events into their travel plans.
Allianz Partners’ 14th annual Vacation Confidence Index showed a majority of Americans (60%) plan to attend at least one paid event by the end of 2022, while 20% expect actually attend three or more live events.
The results revealed that the average number of events a respondent put on their calendar decreases with age.
Specifically, 76% of attendees aged 18-34 plan to attend at least one event, compared to 63% of those aged 35-54 and only 45% of those aged 55+.
Similarly, a trend has emerged among those planning to attend multiple events this year, with 28% of youngest adults (18-34) planning to attend three or more events, while 23% of 35-54 year olds, and only 12% of people aged 55 and over said the same.
“Entertainment is a huge part of the US tourism landscape, with fans eager to hit their ticket to the fun,” said Daniel Durazo, director of external communications for Allianz Partners USA. “The lifting of mask-wearing and COVID-testing requirements has helped bolster fan demand, while event ticket insurance can help protect ticket buyers from losing their investment when they cannot hold their event due to an unexpected illness or other covered situation.”
Survey participants made it clear that they were willing to venture beyond streaming media to their TVs for entertainment and were again buying tickets for live engagements to complement their travel plans.
Fans can’t wait to once again feel the shared excitement and electricity of the crowd at sporting events, concerts, stage performances, music tours, festivals, film screenings and more. The result is a five-point increase over last year’s efforts to successfully rekindle interest in large-scale, ticketed events.
As the pandemic situation has calmed down in recent months, producers and artists have tried to strike the right balance between indoor and outdoor venues to host their performances. It now appears that a large proportion of fans feel ready to brave enclosed spaces again, with 44% of survey participants indicating they are likely to visit indoor and outdoor event venues during their trips this year.
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