2025 Year in Live Experiences: UK Fans Travel Further Than Ever and Turn Live Events Into Global Moments

LONDON--(BUSINESS WIRE)--Dec 10, 2025--

viagogo has released its annual Year in Live Experiences report, revealing how fans across the UK and worldwide celebrated live entertainment in 2025. The data shows fans are embracing live experiences like never before, traveling further, seeking out major global moments, and driving strong growth in live events across the entire year.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251209028378/en/

Coldplay crowned 2025’s most popular act

Coldplay were the most in-demand artists of 2025, drawing more fans across the UK and worldwide than any other act. International audiences flocked to see them on their home turf, making Coldplay the year’s top live event for overseas fans.

Not even an Oasis nostalgia wave could knock them off the throne - the Gallagher brothers ultimately took second place on the 2025 leaderboard. Still, they can take comfort in strong home support, with demand for Oasis tickets notably higher in the north of England than in the south.

Most in-demand artists in the UK in 2025

Live Events Go Year-Round as Fans Break Away From the Summer Surge

According to viagogo’s 2025 monthly ticket-buying patterns, fans aren’t just purchasing tickets around the usual summer peak. In 2024, the five months from May to September accounted for half of all ticket sales. But in 2025, ticket purchases in the months outside the summer stretch rose by 10%, signaling fans are turning live events into an all-year-round experience.

This trend is notable heading into the holidays in the UK. November and December have emerged as two of the region's more active months, with 26% more tickets sold compared to the same period in 2024 - suggesting that live event tickets may be finding their way under Christmas trees this year.

Fans Continue to Follow Artists and Sports Starts All Around the Globe

Travel played a major part in 2025’s live entertainment, with a 27% annual increase in UK fans buying tickets to international events. In fact, Oasis fanatics were most willing to travel globally to see the band, journeying thousands of miles to destinations like Buenos Aires, East Rutherford, Pasadena and Sydney.

However, it’s the 2025 sporting calendar that has inspired the most UK fans to travel abroad, with rugby, cricket, and the NFL dominating the top five most in-demand events. Ashes hopefuls chasing both winter sun and world-class competition helped make Australia the most visited destination for British travellers, with the Melbourne Test emerging as the single hottest sporting event of the year.

Top five most visited countries by Brits for live events

Top five international events UK fans bought tickets for in 2025

Even as many Brits travelled abroad, London’s major concerts and iconic events like Wimbledon propelled the city to the top of Europe’s live-event scene, making it the most visited EU capital in 2025 with fans from 164 countries. Spain rounded out the top three, with Madrid and Barcelona taking second and third place.

Top five most visited cities for live events in Europe

Looking ahead: Mega-tours and global sporting moments already shaping 2026

Early indicators for 2026 point to soaring excitement around major world tours and marquee events. Fans are already searching and planning for Bon Jovi, Luke Combs, and Bad Bunny, currently the most in-demand UK shows for 2026, with three of Luke Combs’ dates landing in the top five. The UK’s appetite for nostalgia is also holding strong, with upcoming tours from Metallica and My Chemical Romance securing spots in the top 10 most sought-after shows of the year.

Rome is becoming a home away from home for many rugby fans as Italy vs England in the Six Nations is the most sought-after sporting event in 2026. Before that happens, the first day of England’s fifth Ashes Test in Sydney also holds a spot as one of the most in-demand events of 2026.

Most anticipated 2026 sports events

“This has been a landmark year for live entertainment - fan enthusiasm is soaring. People are traveling farther, planning earlier, and embracing experiences year-round. Our mission is to make live events more accessible to fans everywhere, and our recent partnership with Booking.com is helping make event-going even more seamless.

“Fan appetite for entertainment does more than support artists and teams — it energizes cities, fills venues, strengthens local businesses, and drives the wider economy.”

- Hayley DiNaso, Partnerships Manager

NOTES TO EDITORS

Methodology

Insights are based on anonymised, aggregated global data from viagogo from January–November 2025, including ticket order volumes, event popularity indicators, travel patterns and year-on-year comparisons. Ranking based on cumulative ticket sales by UK-based fans on viagogo in 2025 as of November.

For more on the economic impact of the secondary ticketing market, ‘ Ticket to thrive: UK secondary ticket market for live events contributes nearly three-quarters of a billion pounds (£733m) to local businesses according to new ‘Fanonomics’ Research.’

About viagogo

viagogo is the world’s leading marketplace to buy and sell tickets to any live event, anywhere. Through viagogo internationally and StubHub, our platform in North America, we service customers in 200 countries + territories in 33 languages and 48 available currencies. With more than 300 million tickets available to events around the world annually -- from sports to music, comedy to dance, festivals to theater -- viagogo offers the safest, most convenient way to buy or sell tickets to the most memorable live experiences.

As a marketplace, viagogo itself does not sell tickets, it provides a safe and regulated platform that helps fans experience the events they love.

2025 Year in Live Experiences: UK fans travel further than ever and turn live events into global moments

2025 Year in Live Experiences: UK fans travel further than ever and turn live events into global moments

2025 Year in Live Experiences: UK fans travel further than ever and turn live events into global moments

LONDON--(BUSINESS WIRE)--Dec 10, 2025--

A survey commissioned by UK for UNHCR explores how music brings people together across cultures, inspired by recent historical research led by Royal College of Music Research Fellow Norbert Meyn. The survey reveals fascinating insights into music’s role in helping to form social bonds, build community and develop understanding across cultures in the UK. The study forms part of the ‘Hope on Repeat’ campaign, launched by the UN Refugee Agency’s UK charity partner, to raise awareness of the hardship facing people forced to flee their homes in Afghanistan, Syria and Ukraine this winter.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251210148651/en/

Music connects us all

Questioned on music’s role in UK society, 73% of respondents see music as a way to build better relationships between people from different backgrounds1. The survey revealed:

The survey also reports that 60% of people in the UK believe that listening to music from different parts of the world builds connection and understanding with people from different cultures 2 ― six times the number who disagree.

As well as making people feel closer to others, it’s clear that music helps respondents to feel more positive: well over half (57%) state that they have go-to songs that lift their spirits, make them feel hopeful and inspired; and close to half (49%) turn to music to help them through difficult times.

Music as a safe space

The results of the survey underline music’s role in building communities and solidarity with others.

Royal College of Music Research Fellow, Norbert Meyn, whose research inspired the survey said, “ Music travels easily across borders and does not need a passport. When people move, music moves with them, and music can also travel through sheet music and recordings. UK for UNHCR’s survey findings show that we not only turn to music as a source of hope and identity for ourselves, but we also see it as a way to actively connect with others. When shared, music can help us feel emotional warmth and human connection. Music drives a sense of community and togetherness like few other mediums.”

Streaming and social media broaden perspectives

Responses also show that the ways we now access music, across platforms ― such as Spotify, TikTok and YouTube ― help to broaden perspectives. 70% of respondents aged 18-34 believe that streaming and social media have introduced them to music from cultures they might not have heard before.

Vote for your Hope Hit

UK for UNHCR’s survey supports its ‘Hope on Repeat’ winter campaign. Hope on Repeat uses the medium of music to raise awareness of the hardship facing people forcibly displaced from their homes in Afghanistan, Syria and Ukraine at the coldest time of the year.

Everyone in the UK is invited to vote for their #HopeHit; the songs that bring joy, hope and inspire a sense of community. Nominations are building the UK’s definitive Hope on Repeat Playlist, a soundtrack of solidarity ― with the UK’s favourite #HopeHit announced in January 2026.

The Hope on Repeat Podcast also hears from people who have been forced to flee their homes, with the stories and soundtracks of their inspiring lives.

You can vote for your Hope Hit and listen to Hope on Repeat at https://unrefugees.org.uk/hope

Hope on Repeat guest, Syrian human rights advocate and dancer, Maysa, said,“As a dancer, I see the power of music to connect and unite every day. In a world that seems to be so divided, the UK’s belief in the power of music to unite is a real reason for hope.”

About the survey

UK for UNHCR commissioned the research conducted by Censuswide, who questioned over 2,000 people from across England, Northern Ireland, Scotland and Wales in November this year. The data was collected between 17.11.2025 - 19.11.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. Responses form a snapshot of UK attitudes to music’s role in building better cultural understanding and strengthening communities in 2025.

About UK for UNHCR

UK for UNHCR is the UN Refugee Agency’s national charity partner for the UK. We build solidarity, create partnerships and raise funds across the UK to help deliver global humanitarian relief for refugees through UNHCR’s work. unrefugees.org.uk

UNHCR, the UN Refugee Agency, leads international action to protect people forced to flee their homes because of conflict and persecution. It delivers lifesaving assistance like shelter, food and water, helps safeguard fundamental human rights and develops solutions that ensure people have a safe place to call home where they can build a better future. UNHCR also works to ensure that stateless people are granted a nationality. www.unhcr.org

UK for UNHCR is a registered charity in England and Wales (registered charity number 1183415).

1 Combining responses ‘Yes - because music is a universal language’, ‘Yes - because shared music creates a sense of unity’, ‘Yes - because it breaks down social barriers’, ‘Yes - because it encourages conversation’, and ‘Yes - other, please specify’

2 Combining responses ‘Strongly agree’ and ‘Somewhat agree’

Hope on Repeat guests and Refugee Storytellers, Mariia, Maysa and Smajo (from left to right) meeting for the first time to discuss their chosen Hope Hits.