Gig tourism is playing a major role in Ariana Grande's London residency, with more than a third of ticket buyers for the singer's run at The O2 coming from overseas, according to new data from the venue.
The AEG venue said 35% of ticket purchasers for Grande's 10-night run, which kicked off on Saturday (August 15), were from abroad, with 47% from outside London.
Meanwhile, overseas purchasers accounted for one in 10 (9.6%) of The O2’s ticket sales in the first six months of 2026 – up from 8.4% in 2025.
The trend was also evident for Lady Gaga’s Mayhem Ball Tour – which visited London last autumn – when 51% of UK ticket purchasers travelled from outside the capital. Meanwhile, for Usher’s UK-exclusive Past Present Future Tour at The O2 in spring 2025, the figure was 55%.
Live music may be the draw, but the entire London economy can benefit from the excitement and commitment of fans
Steve Sayer, The O2
Steve Sayer, SVP and GM at The O2, said: “The rise in gig tourism is underpinned by the power of fandom and community. Fans do not want to miss out on a chance to connect with their favourite artists, and they are prepared to travel across the country – or between countries – to enjoy exclusive shows, residencies and major festival experiences. When fans put in the miles, they want to get the most out of their experience, and these hotly anticipated events often form the centre point of a wider trip – whether it lasts two nights, or two weeks.
“With an incredible cultural heritage, world-class hospitality and hotels, and a buzzing live music scene, London is a live entertainment hub for a reason. As artists continue to choose London as the exclusive stage for their UK and European tours, more fans will be enticed by everything London has to offer. Live music may be the draw, but the entire London economy can benefit from the excitement and commitment of fans.”
Oasis, Beyoncé, Dua Lipa, Coldplay, Lana Del Rey and Kendrick Lamar were among the artists who helped attract a record 24.7 million music tourists to concerts and festivals in the UK in 2025, according to recent figures from UK Music.
In 2025, The O2 alone contributed more than £7.4 million in social value (measured and reported through Social Value Portal) in Greenwich and £12.5m across London through employment, spend with local supply chains, community projects and more.
The O2 is in the midst of its busiest summer to date, with Grande’s residency across August and early September, forming a major part of its 2026 programme. Other upcoming concerts at the arena include A$AP Rocky, Daniel Caesar, Katseye, Hilary Duff, Melanie Martinez and Evanescence.
