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54% of India event-goers travel outstation: KPMG-EEMA report
Tier-2 attendees lead outstation travel at 74.2%; hotel stays and flights follow event demand, with professional networking the top attendance reason at 65%.
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More than half the visitors at recent Indian events travelled from outside their home city, a joint KPMG and Event and Entertainment Management Association report shows. Outstation attendees accounted for 54.4% of the surveyed pool, a share that climbs sharply in smaller cities. Among Tier-2 respondents, 74.2% travelled outside their city to attend, versus 45.7% for Tier-1 respondents, the report said.
The metro-versus-non-metro gap has a direct read-through for inter-city transport and lodging. Personal vehicles moved 31.1% of attendees, and domestic flights carried 23.3%, which makes airlines and long-distance road operators direct beneficiaries of event-driven trips. Distance travelled split evenly: a third of participants covered more than 500 km, and a third stayed within their own city.
Outstation travel of 74.2% among Tier-2 respondents points to growing traffic on corridors connecting smaller cities to event hubs. Airlines and bus operators running those routes, plus hotels within reach of venues, capture the spending that long-distance attendees bring.
Spending patterns show the trip-level commitment. Overnight stays at or near the venue were recorded for 52.4% of respondents, with three-to-four-star hotels the preferred category for 22.3% of the sample. The event was the sole purpose of travel for 51.5% of respondents, the report noted, and 53.4% attributed 100% of their total trip cost to the event.