Taylor Swift has been helping to power a growing trend in travel — concert tourism — as fans have flocked to the pop superstar’s concerts worldwide.
That’s according to the annual Travel Outlook by IMG (International Medical Group), a global insurance benefits and assistance services company that provides travel and health safety solutions.
According to the survey, which is based on responses from over 1,500 IMG customers about their 2025 travel plans, 96% plan to travel internationally in 2025, and 51% plan to take three or more international trips during the year. Additionally, 85% are planning at least one domestic U.S. trip, and 52% plan to travel domestically three or more times in 2025.
“Each year, we look forward to the results of our Travel Outlook Survey to help us better understand how our customers are planning to travel in the year ahead,” said IMG President and CEO Steve Paraboschi. “Travel trends are constantly evolving, and this research helps IMG better meet the growing demands of international and domestic travelers.”
Top types of travel planned by respondents in 2025 include:
- Urban tourism (visiting a major city or country) – 53%
- Visiting family in another country – 51%
- Beach vacation – 42%
- Rural tourism (exploring the countryside, nature-based experiences) – 40%
Other popular trip types include adventure/sport (such as hiking, skiing and golf), resort vacation, special interest/event, and cruises.
“We saw concert tourism grow significantly in 2024 as fans traveled the world to see Taylor Swift, and with other big-name artists planning world tours in 2025, we expect to see these types of special interest and event-focused trips continue,” said IMG Chief Commercial Officer Justin Poehler. “We’re also excited to see that more than half of our respondents plan to visit family abroad in 2025, and with those international trips, it’s especially important that travelers have the proper travel protection plan in place before leaving home.”
IMG reports that 29% of respondents plan to spend more money on travel in 2025 than they did last year, which is unsurprising considering most plan multiple international and domestic trips.
Trending types of travel include solo travel, “bleisure” — combining business and leisure, and multigenerational travel.
According to the survey 48% of respondents plan solo travel. The two most popular types of trips for solo travelers are visiting family in another country (57%) and urban tourism (54%).
Business travel is also increasing, with 57% planning to travel for business in 2025, up 7% from 2024. Of those, 59% expect to add personal vacation time before or after at least one of their business trips, the phenomenon known as “bleisure travel.”
Multigenerational travel is popular, with 34% of families planning a domestic or international trip with multiple generations, such as children, parents and grandparents.
Survey respondents consistently name the same top travel concerns, including getting sick or having an accident. The top concerns for 2025 are:
- Getting sick or having an accident while at their destination
- Having to cancel their trip before departure
- Problems getting to or from their destination
- Needing to interrupt their trip while at their destination
This year’s favorite countries for vacationers include the return of an iconic destination that has been missing from the list since 2022 — France. Other top destinations respondents plan to travel to include Canada, Italy, Mexico and Japan.