The O2 sees more than a third of ticket purchasers coming from overseas

London, 19 August 2026: New ticket sales data from The O2, the world’s most popular live entertainment venue, owned and operated by AEG, highlights the impact of ‘gig tourism’ on London’s economy, as fans increasingly plan holidays around major live events, exclusive shows and multi-night artist residencies.

Over a third (35%) of ticket purchasers for Ariana Grande’s ‘Eternal Sunshine Tour’ residency at The O2 this August and early September are from overseas, reflecting fans’ growing willingness to travel abroad to see their favourite artists. London remains a vital stop on the tour circuit for many of the world’s biggest artists, but European exclusives are drawing even more ‘gig tourists’ to the city. 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.

Domestic gig tourists are also the flocking to the capital to see some of the world’s hottest artists, with 47% of UK ticket purchasers for the Ariana Grande residency travelling from outside London. This reflects a trend seen for Lady Gaga’s Mayhem Ball Tour, where 51% of UK ticket purchasers travelled from outside the capital and Usher’s UK-exclusive Past Present Future Tour at The O2 in Spring 2025, where the figure was 55%.

Rather than fleeting visits, many fans – both international and domestic – take the time to enjoy London, with spending across travel, accommodation, hospitality and retail further contributing to the local economy.

Steve Sayer, Senior Vice President and General Manager 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.”

At The O2 specifically, this evolving visitor behaviour contributes to a much wider economic and social impact. In 2025, the venue contributed more than £7.4 million in social value* in Greenwich and £12.5 million across London through employment, spend with local supply chains, community projects and more.

The O2 is currently preparing for its busiest summer to date, with Ariana Grande’s residency across August and early September, forming a major part of its 2026 programme.

*All social impact data is measured and reported through Social Value Portal