Almost 75% of Americans plan their travel around their passions – with food and Taylor Swift at the top of the list

According to recent findings from travel visa company iVisa, almost three-quarters (74%) of American travelers focus on experiences that fuel their passions – rather than selecting a destination first.

• Food/restaurants (28%) are the biggest draw. Then music concerts/festivals (25%), natural events like eclipses and the Northern Lights (20%), and sporting events (15%).

• Taylor Swift is influencing Americans to travel. 35% of Americans are more interested in travel due to their enthusiasm for seeing Taylor Swift in concert

• On average, Americans are spending $3,000 on passion tourism trips. To cover the costs, nearly 1 in 3 take on credit card debt or tap into their savings.

This trend, known as "passion tourism," is shaping vacation planning. Of the more than 2,000 people we spoke with, almost half (44%) of Americans already plan to take a passion-driven trip within the next year.

Food, live music, and natural phenomena are most popular

Among the top passions driving American travel, food is at the top of most people’s lists. More than a quarter (28%) of travelers are planning their trips around culinary experiences, whether it’s dining at world-renowned restaurants or exploring local food markets.

Close behind, 25% of travelers are motivated by music, planning trips around concerts and festivals. Natural phenomena, such as eclipses and the Northern Lights, are also significant motivators, with a fifth (20%) of travelers willing to journey far and wide to witness these awe-inspiring events. Additionally, 15% of Americans plan their vacations around major sporting events like the Super Bowl.

The ‘Taylor Swift Effect’ on travel

Pop superstar Taylor Swift has emerged as a powerful influence on American travel habits. An impressive 35% of Americans report their enthusiasm for seeing Swift in concert has heightened their interest in travel.

11% of Americans would choose prime tickets to a Taylor Swift concert over first-class tickets to any destination or even a luxurious stay worldwide

Among those who plan trips around their passions, about 1 in 4 (22%) have already traveled to see her perform live. Swift’s influence is powerful among younger generations and parents with young children.

For some, the appeal is so strong that 11% of Americans would choose prime tickets to a Taylor Swift concert over first-class tickets to any destination or even a stay at any luxurious hotel worldwide.

Notably, Taylor Swift’s influence on travel is powerful among younger generations and parents, with 46% of Gen Zers and Millennials expressing increased interest in travel due to her concerts. Among parents with young children, this figure climbs to an astonishing 50%.

Passion tourism comes at a cost

While following your passions is fulfilling, it doesn’t come cheap. On average, Americans spend more than $3,000 on passion tourism trips. To manage these costs, nearly a third of travelers resort to credit card debt or dip into their savings.

Passion-driven travel by the numbers

The trend of passion-driven travel is especially prevalent among men (78%), Gen Zers (83%), and parents with small children (85%). In fact, 22% of Americans plan all of their travel around their interests, rising to over 55% among Gen Z and Millennials.

When it comes to destination choices, 22% of Americans are willing to travel abroad for their passions, while 36% prefer to explore within the United States.

55% of Gen Z and Millennials plan all their travel around their passions

As Americans increasingly prioritize their passions when planning trips, the travel landscape is evolving. Whether it’s for the love of food, music, or the chance to see Taylor Swift live, passion tourism is here to stay, offering travelers unique experiences that are worth every penny.

About iVisa

Simplifying our customers' lives is at the heart of everything we do. At iVisa ivisatravel.com, we endeavor to make traveling easy. Whether you need a visa, photo, passport, or any other travel document, we've made the process simple – so you can focus on what's important.

Methodology

iVisa ivisatravel.com commissioned QuestionPro to conduct an online survey of 2,002 U.S. consumers. Fieldwork was undertaken between August 23-26, 2024, and administered using a non probability-based sample. Quotas were used to ensure the sample base represented the overall population.