From the highly anticipated Eurovision Song Contest to this year’s Super Bowl, Brits are globetrotting to be at all of the world’s hottest events. February 5: Travel trends show that Brits are embracing event holidays, with research showing a 41 per cent increase in fans purchasing tickets for live events abroad compared to the previous year¹.

Sainsbury’s Bank has revealed the most desirable events to travel to this year — and despite Taylor Swift’s The Eras Tour setting an all-time touring record², the Super Bowl takes the top spot³.

The Most In-Demand Events in 2024

1) Super Bowl 2024 – February 11

Scoring first place on the list, this year’s Super Bowl will be the 58^th instalment, held in the desert city of Las Vegas, Nevada.

Sainsbury’s Bank’s research shows that the Halftime Show is one of the most talked about aspects of the event – any ticket holders this year will get the chance to see Usher performing in person.

• Location: Las Vegas, Nevada, USA
• Currency: Dollars $
• UK search volume: 97,000 per month
• UK positive sentiment: 18%
• Instagram hashtags: Over 8 million

2) Coachella, April 12-21

Coachella festival is known for its fashion as much as its music. There are many acts which have gone down in history at this event, such as Daft Punk’s game-changing pyramid and Beyonce’s “Beychella” performance.

•  Location: Indio, California, USA
•  Currency: Dollars $
•  UK search volume: 21,000 per month
•  UK positive sentiment: 13%
•  Instagram hashtags: Over 5 million

3) Eurovision in Sweden, May 7-11

Eurovision is notorious for its fun, eccentric performances and secures third place on the list. This year will be the 50th anniversary of ABBA famously winning the competition with their song Waterloo, and the event will be happening back in the homeland of pop royalty.

• Location: Malmö, Sweden
• Currency: Krona kr
• UK search volume: 108,000 per month
• UK positive sentiment: 21%
• Instagram hashtags: Over 2 million

4) T20 World Cup, June 1-29

Taking place every two years, the T20 in 2024 will be held across several US states and islands including a mix of city and beach locations such as New York, Guyana, Barbados and Dallas.

Sainsbury’s Bank data shows Brits love discussing last-minute changes to teams, tight schedules and questionable coaching decisions.

• Location: USA & West Indies
• Currency: Various, incl. US Dollar, Guyanese Dollar & Barbadian Dollar
• UK search volume: 153,000 per month
• UK positive sentiment: 12%
• Instagram hashtags: Over 1 million

5) Tour de France, June 29 – July 21

2024’s Tour de France is the first time a Grand Depart begins in Italy and won’t end in Paris (because of this year’s Olympics) – instead finishing in Nice. The 3493km route winds through Italy, Monaco, and France, at maximum of 2802m above sea level.

• Location: Italy, Monaco, France
• Currency: Euro €
• UK search volume: 31,000 per month
• UK positive sentiment: 18%
• Instagram hashtags: Over 1 million

6) Six Nations Championship, Feb 2 – Mar 16

Completing the top six most anticipated events, the Six Nations Championship will be hosted across France, Italy, Wales, Scotland, England and Ireland. With the matches spread over a month, there is a chance to travel to multiple games during the competition.

• Location: France, Italy, Wales, Scotland, England, Ireland
• Currency: Euro €, Pound £
• UK search volume: 194,000 per month
• UK positive sentiment: 15%
• Instagram hashtags: 408,880

Ryan Lahiff, an event explorer from London, commented: “I travel all over the world to watch sport – from Azerbaijan to the USA, I’ve been everywhere. There’s no limit to how far I’d go if I can get there! If you can sensibly afford it, some of the best memories I have involve the events I’ve travelled to, win or lose. It’s well worth the stress of putting a plan together.”

Jason King, Chief Customer Officer at Sainsbury’s Bank, said: “Event travel has boomed over recent years and travellers are very motivated to seek out special and unique experiences. After limits on travel a few years ago, there is a growing interest in events outside of the UK and it’s not surprising that more people want to include something different as a part of their holiday.

“The USA has a lot to offer this year, with the Super Bowl, Coachella and T20 World Cup all taking place on this side of the globe. Then closer to home in Europe, the Eurovision Song Contest, Tour de France and Six Nations Championship all promise a fantastic line-up for visitors.

“With Sainsbury’s Bank, it’s easy to manage your money when abroad and keep track of how much you’re spending. We can’t guarantee your team will win, but we can help you with your travel money requirements.”