How you can bring global music artists, Formula 1 races and Premier League matches to your clients’ next getaway

Think about your client database. Do you know a huge England Cricket fan, a lifelong boy band devotee, or someone who never misses an F1 race? Due to the close relationships agents build with clients, it’s often easy to know which event is likely to pique someone’s interest, and this insider intel could unlock the door to a booming new market.

Whether you’re putting together a family holiday, a luxury group getaway or a bespoke couples escape, integrating live events is a powerful way to add value. And for many travellers, a live event is often the very reason for a trip, as fans will plan their annual leave around a headline concert or a major sporting event.

Event tourism is a sector with proven demand. UK music tourism spending hit a record high of £11.2 billion in 2025 according to trade organisation UK Music, with 24.7 million music tourists attending gigs and festivals across the country. Superbreak estimates this summer’s major UK concert tours generated £825 million in visitor spending on hotels, travel, and dining alone, with roughly a third of that economic impact landing outside of London.

Trusted, official access

Seat Unique

Despite this incredible level of consumer demand, premium live experiences remain an untapped market for many travel agents. Many assume it’s a niche product reserved for corporate specialists or VIP buyers, but live events can be a natural addition to the itineraries you are already building. They’re also a fantastic addition for milestone trips, anniversaries, and celebrations where clients are already looking to make their getaway unforgettable.

For official VIP access to top live events, turn to Seat Unique. As the UK's leading premium live events hospitality and premium ticketing platform, Seat Unique gives fans official access to the world’s best live events.

The brand works directly with the venues and rightsholders, boasting trusted relationships with Wembley Stadium, Co-op Live, Arsenal, London Stadium, Silverstone Circuit, Lord’s Cricket Ground, and many more. Because of these direct relationships, the experiences offered are always 100% official, and always guaranteed. This reach continues to grow internationally too, with a global partnership recently announced with Trip.com Group in July 2026 opening up official premium experiences to international travellers.

By working with Seat Unique, agents can hook their clients up with an incredible variety of premium experiences. They can choose from bespoke hospitality packages at an Ashes match, private boxes at a sold-out gig, or VIP tickets to watch their favourite football team. They can be first in line for premium tickets to see Jack Whitehall, and enjoy exquisite hospitality at the RHS Chelsea Flower Show, as well as many more experiences at major venues across the UK and beyond.

As Seat Unique is part of a wider group that includes P1 Travel and Circuit Hospitality, the team offers over half a million premium live experiences, backed by years of experience delivering premium hospitality across sport, music and travel. 

How to sell live events 

Seat Unique

To capitalise on this lucrative market, start by asking clients early in the planning stages whether there is a specific match, race, or show they would love to see during their trip. An entire holiday can be built around a live event, or you can search for one that ties in with their existing plans.

To support agents, there are some exciting announcements to come from Seat Unique. On 23 September, the team are launching something new for the travel industry. Guests attending the Travel Industry Awards 2026 and the event's agent Working Lunch will be the first to hear about the launch – something designed to make it even easier to build trips for clients around these unforgettable experiences. 

The Travel Industry Awards 2026 is being held in association with Seat Unique at the iconic Camden Roundhouse, and the team have promised the announcement will be a game-changer for the trade. So for agents looking to elevate their itineraries and capture the booming experience economy, it will be an event well worth watching.