For Many Older Adults, the Event Is the Trip

For many adults ages 50 to 79, a live event isn't simply an add-on to the itinerary, it’s the main reason to go. New AARP research finds that concerts, festivals, sporting events, performing arts, and once-in-a-lifetime moments shape where these travelers go, how long they stay, and what they do once they arrive. 

Event travel means a trip taken primarily to attend a live event. For most older travelers, the event leads the decision. Seven in 10 (71%) picked the event first and the destination second. Among those planning a future live-event trip, 72% say the event will come first. 

Music and milestone moments top the list 

Live music and once-in-a-lifetime moments lead interest in event travel among older adults. Nearly three-quarters are interested in traveling for live music (73%) or a once-in-a-lifetime moment (72%). 

Festivals also hold broad appeal, with 68% interested in traveling for culinary or food festivals and 62% for cultural or arts festivals. More than half are interested in trips for professional sporting events (55%) or theater and performing arts (53%). 

One night out often turns into a longer stay 

An event can also become the starting point for a longer visit. Among adult travelers ages 50 to 79, 70% stayed the night of the event plus at least two more nights, and 77% of those planning a future trip expect to do the same. Event-based trips are also more likely than other trips to include exploring the city or visiting other attractions.

The right event is worth the hassle 

Crowds and logistics can dampen interest. Among adults ages 50 to 79 who are less interested in live-event trips, 54% say they have less patience for crowds and hassle. Yet an event can make those inconveniences more acceptable: 45% say event-based trips are more likely than other trips to make them tolerate crowds and lines they would normally avoid, and 36% would accept more hassle to make the trip happen. 

For these travelers, a live event can offer both a reason to go and a starting point for exploring somewhere new. The experience brings them to the destination, while the chance to see and do more can extend the trip beyond the event itself. 

Methodology 

This study is a secondary analysis of Humantel’s Event-Based Travel study, fielded in June 2026. The total sample included 2,090 U.S. travelers ages 18 to 79, including 901 adults ages 50 to 79. Findings here focus on adults ages 50 to 79. Standard data integrity checks have been applied to ensure data are balanced on age, gender, and race/ethnicity.    

For more information, please contact Lona Choi-Allum at lallum@aarp.org.  For media inquiries, contact External Relations at media@aarp.org.