This April 13, 2012 photo shows festivalgoers running toward the main stage to catch the beginning of Kendrick Lamar’s set during the first weekend of the 2012 Coachella Valley Music and Arts Festival in Indio, California. Music is playing an increasing role in travel plans. Chris Pizzello / Associated Press
Skift Take: Music tourism, much like adventure or wellness travel, is a fast-growing niche worthy of travel advisors’ attention. Not only does it appeal to all age groups, but clients will appreciate help in obtaining tickets and making travel arrangements built around events.
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