« Hello, sorry, thank you » … No, do not read these three words as a personal message! This is the title of Céline Dion’s new single, released on July 3rd.
On the same day, another icon of music released her new album; namely Madonna who, at 67, proves she can still make the dance floors vibrate.
Two international stars, two novelties… and concerts in cascade? It’s already certain for Céline Dion who promises to set the Paris La Défense Arena on fire from September 12.
To welcome the Quebecoise singer and prepare for a media overdose, the largest venue in Europe is dressed in new colors. Since July 1, it has been called Plenitude Arena, named after the energy-transition subsidiary of the Italian group Eni.
On the same day, another icon of music released her new album; namely Madonna who, at 67, proves she can still make the dance floors vibrate.
Two international stars, two novelties… and concerts in cascade? It’s already certain for Céline Dion who promises to set the Paris La Défense Arena on fire from September 12.
To welcome the Quebecoise singer and prepare for a media overdose, the largest venue in Europe is dressed in new colors. Since July 1, it has been called Plenitude Arena, named after the energy-transition subsidiary of the Italian group Eni.
Giant concerts… and tens of thousands of tourists
For Madonna, the uncertainty persists… But the star should leverage her new opus to organize a massive tour. Fans already have ants in their fingers, ready to tap away for hours on their keyboards to snag a ticket…The last time Madonna visited France was in November 2023 to celebrate 40 years of her career, with four Bercy shows sold out and attendees still talking about it…
Bercy… or rather the Accor Arena. By naming the eastern Paris venue several years ago, the hotel group understood the value of associating its image with the world-renowned venue ranked the second-best concert venue in the world, after New York’s Madison Square Garden.
It also takes the opportunity to fill its hotels that line the Arena with each new event. Because these giant tours now generate tens of thousands of travelers.
The concert becomes a pretext for travel
What marketing specialists, always quick to invent new expressions, call the gig tripping (gig meaning concert in musical jargon). Understand this travel trend where fans cross the planet to see their favorite artist perform live.
They turn a concert into the pretext for a trip, adding a train or plane ticket, one or more nights in hotels, and experiences. According to a Skyscanner study, about 60 % of travelers, especially Generation Z, say they are willing to travel abroad to attend a concert or festival.
The payoffs are gigantic, for tourism professionals but also for destinations. Paris hasn’t missed the boat, becoming one of the world capitals of this new “musical tourism.” To the point of offering the Eiffel Tower as a giant advertising backdrop to announce Céline Dion’s return to the stage… With worldwide buzz guaranteed!
They turn a concert into the pretext for a trip, adding a train or plane ticket, one or more nights in hotels, and experiences. According to a Skyscanner study, about 60 % of travelers, especially Generation Z, say they are willing to travel abroad to attend a concert or festival.
The payoffs are gigantic, for tourism professionals but also for destinations. Paris hasn’t missed the boat, becoming one of the world capitals of this new “musical tourism.” To the point of offering the Eiffel Tower as a giant advertising backdrop to announce Céline Dion’s return to the stage… With worldwide buzz guaranteed!
No (yet) dynamic pricing for tickets
Already in 2024, Taylor Swift’s series of Paris concerts set the tone. And last year, Beyoncé’s three shows at the Stade de France sealed the deal. Paris was the only European city, with London, to host the American star.
All of Europe, but also Americans, Brazilians or Japanese, then flooded France. Of the 215,000 spectators across the three shows, 100,000 were foreigners.
With a major advantage for France: dynamic pricing – now the norm in air travel, hotels and now theme parks – is not yet in place in France for ticketing, where it exists abroad.
Result: it costs less for a New Yorker to come spend three days in Paris (ticket, flight and hotel nights included) than to buy a simple seat to watch their favorite star in person in the United States.
All of Europe, but also Americans, Brazilians or Japanese, then flooded France. Of the 215,000 spectators across the three shows, 100,000 were foreigners.
With a major advantage for France: dynamic pricing – now the norm in air travel, hotels and now theme parks – is not yet in place in France for ticketing, where it exists abroad.
Result: it costs less for a New Yorker to come spend three days in Paris (ticket, flight and hotel nights included) than to buy a simple seat to watch their favorite star in person in the United States.
Live Nation, nouvelle star de l’Hexagone
Les festivals dopent le tourisme en région
If Paris takes the gold, other regional metropolises are also getting into the game.
The stakes are high as in 2024, live music—“live” events (shows, concerts, festivals)—drew 37.9 million spectators in France and generated 1.6 billion euros in ticket revenue (+117% in ten years).
Beyond tours (national and sometimes international) in Arenas and stadiums, from Marseille to Lille and from Lyon to Montpellier, festivals are a major concern for the regions.
Among the stars, the Printemps de Bourges, the Vieilles Charrues Festival (Brittany), Hellfest (Pays de la Loire) or the Francofolies of La Rochelle are reliable bets, with 200 to 300 thousand visitors for each.
The stakes are high as in 2024, live music—“live” events (shows, concerts, festivals)—drew 37.9 million spectators in France and generated 1.6 billion euros in ticket revenue (+117% in ten years).
Beyond tours (national and sometimes international) in Arenas and stadiums, from Marseille to Lille and from Lyon to Montpellier, festivals are a major concern for the regions.
Among the stars, the Printemps de Bourges, the Vieilles Charrues Festival (Brittany), Hellfest (Pays de la Loire) or the Francofolies of La Rochelle are reliable bets, with 200 to 300 thousand visitors for each.
Un secteur fragilisé depuis deux ans
In other musical domains, Jazz In Marciac (Gers) or the Festival Interceltique de Lorient also attract enthusiasts and contribute to the tourist development of the territories.
But while giant concerts are buoyed by favorable winds, the festival sector (1,356 paid festivals in 2024) shows vulnerabilities over the past two years, between rising costs (security, more “greedy” artists…) and the withdrawal of subsidies.
Not to mention climatic risks, such as the heatwave at the end of June which forced the cancellation of several major events across France, including Solidays in Paris.
But while giant concerts are buoyed by favorable winds, the festival sector (1,356 paid festivals in 2024) shows vulnerabilities over the past two years, between rising costs (security, more “greedy” artists…) and the withdrawal of subsidies.
Not to mention climatic risks, such as the heatwave at the end of June which forced the cancellation of several major events across France, including Solidays in Paris.
Un nouveau marché pour les agences ?
It remains for professionals to own this cultural offering, which could become a growth driver; to imagine a short break in a European metropolis or to better promote France. The major platforms are in the starting blocks…
For a long time, some coach companies have organized day trips by coach to attend concerts. For instance, Voyages Girardot which, this week, offers packages (ticket, transport and possibly hotel) for The Weeknd’s concerts at the Stade de France.
Now, a few tour operators have made it their specialty. Thus OnTours (based in Dole) which markets bus + concert packages for concerts (Indochine, Muse, AC/DC…) and festivals, including abroad such as Dour in Belgium or Sziget in Budapest.
For a long time, some coach companies have organized day trips by coach to attend concerts. For instance, Voyages Girardot which, this week, offers packages (ticket, transport and possibly hotel) for The Weeknd’s concerts at the Stade de France.
Now, a few tour operators have made it their specialty. Thus OnTours (based in Dole) which markets bus + concert packages for concerts (Indochine, Muse, AC/DC…) and festivals, including abroad such as Dour in Belgium or Sziget in Budapest.
Very rare seats !
Meanwhile, Eventeam (the official hospitality agency at the Stade de France) offers a VIP approach (privileged access, shared box seating, catering…), for instance to applaud the rapper PKL or the American star Jay-Z.
In a context of ticketing concentration among a few global players like Ticketmaster, the difficulty of accessing tickets in large numbers remains.
Thus, for Céline Dion’s Paris concert series, OnTours notes on its website that it has not received an agreement for ticket sales. It simply offers hotel-only options, near the Arena. You still have to manage to snag a seat; a mission almost… impossible!
In a context of ticketing concentration among a few global players like Ticketmaster, the difficulty of accessing tickets in large numbers remains.
Thus, for Céline Dion’s Paris concert series, OnTours notes on its website that it has not received an agreement for ticket sales. It simply offers hotel-only options, near the Arena. You still have to manage to snag a seat; a mission almost… impossible!
