De Shakira a Oasis: los viajes musicales también facturan

Shakira's visit to Madrid, following her Formula 1 team's arrival, replaced engine roars with the howls of a lioness, but Madrid remains the city of fashion. Her Madrid residence until October 11th at the Shakira Scenic (within Iberdrola Music) has reinforced the trend that musical journeys are generating more and more revenue: musical events are becoming a powerful engine for mobility and tourism.

People are increasingly motivated to travel to experience events, and Shakira's Madrid residency is a prime example of how a major musical event can mobilize thousands of people from various points across Spain, according to Rocío Jiménez, the Marketing and Communication manager of Ouigo, a company closely linked with music festivals and concerts in their sponsorships.

The data supports this strategy. The Shakira effect caused a 72.3% increase in reservations to Madrid from Europe and the rest of Spain compared to the previous year, according to Kiwi.com's travel technology platform data. Italy emerged as the main emitter market to Madrid, with a 41.9% increase in travelers (above Spain). However, Sweden led the percentage growth among European countries, with a 426% increase, although starting from a smaller base.

France, Croatia, and Greece followed, indicating that the interest in this residency spreads across the continent.

The same pattern is observed with other artists: when Bad Bunny's Spanish tour dates were released, flight searches to Barcelona and Madrid surged by around 240% that week, notes Daniela Chovancova, senior PR and Communications manager of Kiwi.com. The announcement of Oasis's 2027 tour has spurred interest in traveling to the British band's European cities, including Barcelona, which will host the sole Spanish stop on July 10-11, 2027.

This signals a broader behavioral shift: cultural activities and concerts are the primary reason for travel for 16% of Spaniards, the highest percentage among the markets surveyed. Music residencies and tours are creating de facto destinations: cities like Madrid now host week-long residencies that attract travelers throughout the season, not just for a weekend.

Shakira's residency is not the only artist influencing travel reservations and searches in Madrid. The announcement of Oasis's 2027 tour has boosted interest in traveling to European cities on the band's itinerary, according to eDreams data, with especially notable increases in cities like Barcelona, where the 655% surge is due to the band's two July 2027 concerts. Both concerts represent Liam and Noel Gallagher's return to Spain after their 2009 performance at FIB (Benicasim).