Ariana Grande’s London Shows Highlight Boom in ‘Gig Tourism’

The O2 is seeing a growing number of fans travel from overseas for major concerts, with new ticketing data highlighting the increasing impact of “gig tourism” on London’s live entertainment market.

More than a third — 35% — of ticket purchasers for Ariana Grande’s Eternal Sunshine Tour residency at the London arena this August and early September are based overseas, according to figures released by The O2.

The numbers underline how exclusive shows, residencies and major tour stops are increasingly becoming the centerpiece of international trips, with fans willing to cross borders to see their favorite artists.

It is not limited to Grande’s run. Overseas buyers accounted for 9.6% of all ticket sales at The O2 during the first six months of 2026, up from 8.4% across 2025.

Domestic fans are also traveling significant distances to attend shows in the capital.

Among UK ticket purchasers for Grande’s residency, 47% are coming from outside London. The trend was even stronger for Lady Gaga’s Mayhem Ball Tour, when 51% of UK buyers traveled from outside the city, while 55% did so for Usher’s UK-exclusive Past Present Future Tour at The O2 in spring 2025.

The venue argues that those trips have an economic impact well beyond the ticket itself, as concertgoers spend on hotels, transport, restaurants, retail and other activities while visiting London.

“The rise in gig tourism is underpinned by the power of fandom and community,” Steve Sayer, Senior Vice President and General Manager at The O2, said in a press release. “Fans do not want to miss out on a chance to connect with their favourite artists, and they are prepared to travel across the country – or between countries – to enjoy exclusive shows, residencies and major festival experiences.”

Sayer added that major concerts increasingly become the anchor for longer visits, with fans looking to maximize their trips once they have traveled to London.

“Live music may be the draw, but the entire London economy can benefit from the excitement and commitment of fans,” he said.

The trend comes as The O2 prepares for what it says will be its busiest summer to date, with Grande’s residency forming a major part of the arena’s 2026 schedule.

The venue also pointed to its broader economic footprint. In 2025, The O2 generated more than £7.4 million in social value in Greenwich and £12.5 million across London through employment, local supply-chain spending, community projects and other activity.

With major artists increasingly using London for exclusive UK and European appearances, The O2’s latest figures suggest the concert tourism boom is becoming an increasingly important part of the city’s live entertainment economy.