08 Jun

Travel motivated by concerts, festivals, and music events has become one of the fastest-growing tourism trends worldwide. In this context, PROMPERÚ highlighted Lima’s strong potential to establish itself as a competitive destination as a leading music tourism destination in Latin America.

The arrival of international artists and large-scale performances not only attracts significant local audiences but also encourages domestic and international travelers to visit the city. Many of these visitors take advantage of their stay to explore Lima’s main attractions, enjoy its renowned gastronomy, and participate in cultural and entertainment activities. Among the most active groups in this segment are Generation Z and millennial travelers.

This trend is reflected in a study conducted by PROMPERÚ, which examines the growth of music tourism through the so-called “BTS effect,” referring to the South Korean band scheduled to perform in Lima later this year. Among the study’s findings, approximately 85% of BTS fans consider music to be a fundamental part of their identity. The increasing number of concerts scheduled throughout the year also highlights the economic and tourism impact that these events can generate.