In our rush to get the perfect shot in front of an Instagram-famous landmark, we sometimes miss out on the secret sauce that makes travelling more than moving from point A to B: experience. Sure, you got a great photo, but does it evoke the same joy as when you lose yourself in the energy of a live moment? The feeling of excitement, that buzz in the air, the collective wave as you feel part of the thousands in attendance — that experience leaves a mark on you that no selfie ever can.
If you're nodding in agreement, you're not alone, and it's not too late to recapture that feeling. While what we've just discussed is not new — people have been crossing continents just to be a part of an event for ages, remember Woodstock? — the numbers suggest that Live Tourism, as it has come to be called, is experiencing a renaissance. While Leonardo Da Vinci and the rest are long gone, modern-day superstars are making entire countries and economies skyrocket every time they pick up a guitar or decide to perform at a location. It's this sense of awe and wonderment that makes people pack up their bags and head out to witness, with all their senses, geniuses at work.
Let's discuss Live Tourism and how you can put your hard-earned Avios points to good use by attending world events in 2025 that leave lasting memories.
Live Tourism Gets to the Heart of Why We Travel
Do you remember the first time you travelled? What do you remember? Does the memory of that time evoke an image, or does the experience also come with its own set of smells, sounds and a vibe that's still fresh all these years? If it does, you're not alone.
This is the essence of live tourism: not to escape but to participate in a collective experience that gives you in-the-moment vibes. From global events to small, local happenings, live tourism is about reclaiming collective joy and wonder we'd lost in pursuing individual, curated sightseeing.
Data from the British Airways 2025 Travel Trends Report shows that people are increasingly choosing experiential travel, whether it be learning something new, such as pottery classes, staying at a farm, or participating in local cultural events. With 70% of travellers preferring to have learned something new and 32% saying that they're likely to book a holiday based on the experiences it offers, it's safe to say that there's a growing demand for immersive activities that make a long-lasting impression.
In a nutshell, this is what live tourism is all about: an all-encompassing journey that goes to the heart of experience and allows you to feel and absorb the moment at a deeper and personal level. That's what travelling should be about and what live tourism will bring back in 2025 and beyond. With Beyoncé, Harry Styles, Oasis, Coldplay, and more artists set to go on tour, 2025 is on track to meet Technavio's market research prediction that the global live music market will grow to $35 million in the next three years. That's an annual growth rate of 17%. Concerts are just one part of the bigger picture; from global sporting events to local festivals, there are enough choices to scratch every itch.
If you’re wondering ‘how can I use Avios points for a live tourism experience,’ here are a few world events in 2025 that we recommend.
Beyoncé 2025 Cowboy Carter Tour: UK, Europe and US
If you missed Queen Bey's Grammy-winning moment, now's your chance to watch her as she brings her Cowboy Carter tour to Europe. With her innovative staccato rap singing and strong vocals, Beyoncé has been breaking barriers and stereotypes since she first burst onto the scene in 1997. She broke new ground and established herself as a modern musical maestro with her entry into country music in 2016.
The Cowboy Carter Tour celebrates her country music Grammy win and includes 27 shows across eight cities, including London and Paris. The tour starts in April and lasts until mid-July, giving you plenty of time to plan and book tickets.
As for BA reward flights, you can get off-peak return seats in
Paris for 18,500 Avios plus £1. An off-peak return seat in Economy between London and the US starts at 50,000 Avios plus £100
Coldplay 2025 Music of the Spheres World Tour: Asia, UK, US and Canada
Since they first formed in 1997, this British rock band consisting of vocalist and pianist Chris Martin, guitarist Jonny Buckland, bassist Guy Berryman, and drummer and percussionist Will Champion has been consistently winning our hearts with soulful melodies and meaningful lyrics. Whether you've got "Yellow" on your playlist or can sing all the words of "The Scientist," nothing comes close to the magic of singing along with thousands in attendance as Chris leads the way. With 34 concerts spread across Asia, the US, Canada, and the UK, now's your chance to experience the legends live.
According to our Reward Flight Finder (RFF), an off-peak return reward seat in Business between London and Hong Kong costs 200,000 Avios plus £575 while an off-peak return reward seat in Economy between London and the US starts at 50,000 Avios plus £100.
Metallica 2025 M72 World Tour: New Zealand, Australia, US
All those months of growing out your hair for that memorable head-banging session have finally paid off. Metallica has announced the dates for their M72 World Tour, running for three consecutive years. Continuing the band's 'no-repeat weekend' tradition, it will feature different setlists and support line-ups for each night of its two-show stands.
With an exhaustive list of unforgettable songs, each concert promises to be an occasion to sing along and rock out to your favourite band. Make sure to book your tickets in advance before they sell out. While Metallica will also perform in North America, the bigger buzz is around the band's return to Australia and New Zealand after 11 years.
An off-peak return reward seat in Economy between London and the US starts at 50,000 Avios plus £100 while an off-peak return reward seat in Business between London and Sydney starts at 290,000 Avios plus £775.
French Open 2025: Paris
Rafa might have finally hung up his racquet, but another Spanish bull stands between Novak and immortality. The second Grand Slam of the year gets underway in Paris on May 19th, 2025. Watch Carlos Alcaraz defend his crown from Sinner, Zverev, and the rest on the Roland Garros powdery red clay. On the women's side, Iga Swiatek seems as immovable as ever, but stranger things have happened on the red clay, and a certain Sabalenka seems ready to crash Iga's party. Whatever else happens, one thing is confirmed: it promises to be a memorable spectacle.
Book your BA reward flight in advance with an off-peak return reward seat in Economy between London and Paris costing only 18,500 Avios plus £1.
UEFA Champions League Final: Munich, Germany
It doesn't matter if your club didn't make it to the final. Just watching the two best clubs in Europe fighting it out for one of the biggest prizes in football should be exciting enough. Just sitting in the famous Allianz Arena, home of Bayern Munich, will be a once-in-a-lifetime opportunity for most football fans.
Plenty of matches will be played before the top two teams are decided for the final on May 31, but with such a popular event, you can't wait until the last moment. Grab your club's jersey, book your BA reward flights, and lock your place for what promises to be an exciting night.
An off-peak return reward seat in Economy between London and Munich costs 18,500 Avios plus £1.
FIFA Club World Cup: USA, including NYC, Nashville, Miami and Atlanta
Not to be confused with the World Cup, which features national teams, the FIFA Club World Cup brings together the best clubs worldwide. Whether you support Al Ahly, hope that Saudi giant Al Hilal will go all the way, or want to see Messi in action, the FIFA Club World Cup can make all those dreams come true. The 21st edition of the club soccer competition will see Manchester City defend its title as the month-long tournament kicks off in the US on June 14.
This is the first time the competition will feature 32 teams, so expect more clubs, more players and greater action. If you're wondering ‘how can I use Avios points to experience memorable events,’ the FIFA Club World Club is one event you shouldn't miss.
An off-peak return reward seat in Economy between London and the US starts at 50,000 Avios plus £100.
US Open 2025: New York
The US Open, the fourth and final Grand Slam of the year, lives up to its billing as one of the best tennis events in the world. While the wait for a homegrown US Open champion continues, there are plenty of contenders, with last year's runner-up Fritz looking to go one step further. However, a certain Italian stands in the way.
Starting from August 25 to September 7, the US Open brings the world's top-ranked tennis players to a court before you. Watch Sinner defend his crown at Flushing Meadows as New Yorkers bring their unique sense of style to the event. On the women's side, Sabalenka will have her hands full as she fights off Swiatek and the rest, along with a resurgent Madison Keys, who will have a homecourt advantage.
According to our Reward Flight Finder (RFF), an off-peak return reward seat in Economy between London and NYC is 50,000 Avios plus £100.
Tour de France 2025: France
Held every year since 1903 (except during the two World Wars), the Tour de France has come to represent strength, character and mental toughness. The 112th edition of this multiple-stage bicycle race is the perfect opportunity to travel all over France, keeping pace with the cyclists while taking in the beauty of the French countryside.
Starting with Lille on July 5, witness the stamina and teamwork as riders go from the north of France, climbing the lung-busting Mur de Bretagne during the first week. Cheer the leaders and pacesetters as they conquer the mighty Pyrenees and then the Alps. It's a must-see event for every sports fanatic.
An off-peak return reward seat in Economy between London and Paris costs 18,500 Avios plus £1.
