It seems very unfair that while pockets are tightening for many Brits there are still far too many places to spend our money. Gone may be the years of spending the warmer months in a travelling van to experience the myriad of music weekenders the UK offers.
We’ve heard countless reports on how the public are being forced to be more selective in the festivals they attend. In turn, festivals are needing to offer more while tackling rising costs. In 2026 there’s no Glastonbury, no Oasis, and no outright defining summer event. So, where do we go?
Earlier this year, Bauer gave us an insight into the changing nature of how, where and why the UK ticket buying public are choosing their summer destinations. There’s a number of key figures in there, from lengths people are willing to travel to for sporting events to how much folks are willing to spend. As the festival industry is an ever-changing one, it’s more important than ever to stand out in a competitive, crowded market. But what does this look like going forward?
To delve into more details we speak with Charlotte Adley, FMCG Client Lead at Bauer Media Outdoor. She tells us about the changing nature of the modern festival-goer, why festivals should see themselves as brands and how punters are still willing to drive 200 miles in a cramped car for that one weekend experience.
“Earlier this year we published a report to discover how and why live events are keeping the British public inspired.
What stood out to us at first was how willing people are to travel for live experiences. Around 64% have already travelled outside their local area for a major event, which shows just how important these moments are. It is no longer just about what is happening, it is about where it is and what the overall experience feels like. That shift towards destination-driven decisions is changing how festivals compete and grow.
Festival audiences are more selective about which festivals they want to attend. We are seeing a move away from decisions based purely on line-ups, and people are thinking more about the full experience and whether the trip feels worth it. That includes the atmosphere, the location and everything around it. As audiences become more selective, festivals need to offer something that justifies the time and travel, not just the ticket.
Festivals as a whole sit within a much wider spending journey. When someone commits to going, they are also spending on travel, food, drink and accommodation. That creates more opportunities across the whole experience, not just within the event itself. There is also a core audience, with around 15% attending seven or more major events each year, demonstrating how valuable repeat audiences can be if you get the experience right.
There is a strong sense of regional identity to live events. In some parts of the UK, particularly in the north, audiences are more willing to travel further for experiences they care about. That highlights both the strength of demand and the importance of creating events that feel relevant and rooted in place.
There’s also a strong sense of regional pride when it comes to live events. Around 36% of people in the north east believe their region offers the best experiences, which says a lot about how people connect with what is on their doorstep. That pride can be a powerful driver of loyalty if it is reflected in the experience itself.
With this, of course, comes opportunity. One of the biggest is to think beyond local audiences. Festivals positioning themselves as somewhere worth travelling to will naturally reach further. Just as importantly, marketing needs to follow that movement. People are in transit, on trains, on roads and moving through cities, so reaching them along that journey becomes just as important as the event itself.
These factors have helped drive a shift towards a more multi-regional events market, where different parts of the UK can play a bigger role in attracting audiences. There is a clear opportunity to invest in strong regional experiences that give people a reason to travel, rather than relying on a small number of major destinations.
There is a clear lesson here that festivals can learn around brand building. Festivals need to focus on more than just ticket sales and think about how they build anticipation and identity over time. For sponsors and associated brands, particularly in categories like drinks and alcohol, this is about showing up in a way that feels part of the experience rather than separate from it. Out of Home and contextual advertising play an important role here, not just in reaching audiences on the journey to and from events, but in helping position brands within the wider cultural moment at scale, from all corners of the UK.
These journeys create moments where people are more aware of their surroundings, which is why Out of Home plays an important role in connecting with audiences as they travel to and from these experiences.“
