UB40’s Big Love Tour in Fiji: When Music Tourism Amps Up Travel

By Cherliza

There’s holiday travel – and then there’s travel with a specific purpose. Business meets, incentive trips, fact-finding missions… they’re all people-movers across the globe in big numbers. But of the many varieties, only a few of them have retention value, even memorable. Music tourism low key heads that category.

From historical one-time events like Live Aid, Woodstock ’69; annual music festivals like Tomorrowland, Lollapalooza; and concert performances like Oasis’ show in Knebworth 1996, Rod Stewart in Rio, Coldplay tours and more – it’s music concerts have long been a great way to get people visiting.

Fiji has had its share of big names and bands’ live music performances, and I experienced its impact firsthand during the UB40’s Big Love Tour in Nadi. Drawing over 8,000+ crowds at Prince Charles Park, the Big Love Tour brought together international and regional artists, including UB40 with Ali Campbell, Katchafire from New Zealand, and local performers such as Paradise Rootz, Nicky & Ouvacast, and DJ Vibez on Jan 30.

The King Charles Park was swimming with fans of the legendary English reggae band, Katchafire and the other performers – travelling from different parts of Fiji and other Pacific nations. A sizeable portion of the attendees had even planned their entire trip around this one night.

Fiji is warming up the trend of hosting music festivals and concerts of international calibre, too – music tourism creates significant demand for flights, accommodation, transport, F&B, and activities around major events and islands. Just a single concert can influence several thousand travel decisions, and the UB40 Big Love Tour showcased how strong this influence can be.

Sharing Spaces, Sharing Music

What stood out to me most was how the event created a shared space for people from different cultures. Strangers singing along to the same songs, dancing together, and enjoying the atmosphere as one crowd – the event ties and unites tourism in the most positive of ways. In that moment, Fiji transcended the tag of a holiday destination, becoming a gathering place for national and international music aficionados.

Like the scores of attendees, the concert was significant for me because I grew up listening to UB40 and Katchafire. Seeing them perform live in Fiji was incredibly special, knowing that opportunities like these do not come often. UB40’s return after many years made the event feel even more significant. The emotional connection with their favourite bands is what pushes people to travel across oceans for music.

During my stay in Nadi in and around the concert, the difference in the city’s hubbub was palpable. Hotels accommodations were running full, transport services were in high demand, and almost all food outlets were packed with milling concert attendees – showing how a single music event can breathe fresh life into a city. Local businesses and sponsors clearly recognise the opportunity events created. From food vendors to transport operators, many local businesses benefit from the increase in visitors and immediate demand created by large events.

And then of course, is the minor fact that some domestic travellers, and most of all international travellers, would stay and explore the host city and surrounding regions – again benefitting local businesses and tourism.

And let’s face it, when was the last time anyone said, ‘Man, I really missed that business trip I went alone to, met a bunch of strangers over PowerPoint and came back – also alone’. However, we do meet people who recall the magic of a UB40 music concert they attended in Fiji with thousands of strangers – two decades ago.

Social media and online streaming – we can’t sweep its influence under a rug. In the lead-up to the concert, online posts, promotions, and shared excitement help spread awareness quickly. Today, music events are experienced globally, via streaming (the resultant FOMO prompts more would-be travellers to attend in person the next time). The UB40 Big Love Tour shows us, once again, how closely music and tourism are connected. A single concert created motivation and movement across regions, supported local and national businesses, and brought people together in one place.

Whenever there are music fests and concerts in Fiji, do check out our Fiji holiday deals. Why? Because, experienced concert-goers would know the scarcity of airfares, dependable transfers, high hotel rates and more. Our Fiji holidays skip 100% of that and bundle stays, transfers, daily breakfast and even airfares, meals and seasonal bonuses like day-tours and free hotel WiFi at the best rates ever. And if you feel like customising any and all of above for a music fest that you want to experience in Fiji and South Pacific, call us at 1300 991 751!