Representative ImageThe Colombian artist’s Las Mujeres No Lloran tour, returning to Mexico between August and September, is breaking attendance records and generating substantial revenue for the country’s tourism industry. As Mabrian highlights, this case illustrates how destinations can fully capitalise on music tourism—provided they have access to predictive tools and data intelligence that enable them to plan service offerings, accommodations, and air connectivity strategically, encouraging longer stays and greater spending on complementary experiences.
Just days before the launch of Shakira’s Las Mujeres No Lloran tour in Mexico, the firms Mabrian, The Data Appeal Company – Almawave Group, and PredictHQ have analysed the expected tourism impact of the concert series, estimating it at $106.4 million across the 10 Mexican cities hosting the Colombian singer’s performances.
The tour, which began in February 2025, already made a stop in Mexico in March and will return between August and September, with one million tickets sold for 17 concerts scheduled in Tijuana, Hermosillo, Chihuahua, Torreon, Monterrey, Querétaro, Guadalajara, Puebla, Veracruz, and, once again, Mexico City.
The study examines the distribution of the additional tourism spending expected to be generated in the host cities thanks to this concert series, based on projections by PredictHQ* regarding expenditures on accommodation, dining, and transportation. This predictive AI tool has been integrated by Mabrian and The Data Appeal Company to assess the reach of major international events.
Additionally, Mabrian, the global travel intelligence and destination strategy partner, analysed year-over-year variations in flight and hotel prices during the weeks of the concerts, along with air capacity to the Mexican cities where Shakira is scheduled to perform.
Beyond the Stage: The Tourism Impact of a Record-Breaking Tour
As Carlos Cendra, partner and director of Marketing and Communications at Mabrian, explains, Shakira’s tour in Mexico highlights how “music tourism is a rapidly growing global segment, thanks to its considerable economic impact on destinations and its ability to drive spending across a wide range of tourism services surrounding the main event.”
Indeed, according to data from PredictHQ, the 17 concerts of Las Mujeres No Lloran in Mexico are projected to generate an economic impact of $106.4 million in tourism-related spending alone. This total is distributed across $59.1 million in hospitality spending (including hotels, vacation rentals, and other accommodation options), $42.3 million in food & beverage, and $5 million in transportation.
Among the tour’s stops, Mexico City stands out for its outsized economic contribution: each of the five scheduled concerts in the capital is expected to draw around 65,000 attendees, with an estimated impact of $8.7 million per show. In Querétaro, each of the two performances will generate a combined $8.5 million, while in Jalisco, with two shows, is projected to contribute $8.4 million in tourism spending each.
41% of the Tour’s Tourism Impact Concentrated in Mexico City
The five concerts scheduled in Mexico City during this leg of Shakira’s Las Mujeres No Lloran tour underscore the significant economic impact on the capital. The city will account for 41% of the tour’s total tourism spending in Mexico, including 57% of all food & beverage-related expenditures and 28% of transportation spending.
Hospitality spending in Mexico City alone will reach $3.6 million—nearly one-third of the total lodging expenditure associated with the tour. This surge is also reflected in hotel pricing trends for key concert dates.
“Our data shows that 4-star hotel rates will rise by +4%, and 5-star hotels will see a +6% increase during the week of the first four shows in August,” notes a Mabrian spokesperson. “The rate increase is even more pronounced during the week of the fifth concert in September, when 5-star hotels are projected to surge by 32%, clearly indicating rising demand.”
International air capacity to Mexico City is also expected to grow, with a +4.4% year-over-year increase in available seats between August 25 and 31, and a +3.8% rise between September 15 and 21—both aligning with key tour dates. As Carlos Cendra explains, “While not all of this air seats increase can be directly linked to the tour, it’s clear that airlines adjust their schedules to meet potential demand generated by events of this scale,” particularly from nearby markets such as Colombia, Panama, Costa Rica, and Guatemala.
Music Tourism, a Strategic Segment for Latin America
“Music and major sporting events are powerful tourist attractions that Latin American destinations can further capitalise on, either boosting increased spending, and better distributing it among various complementary services and regions of the country,” highlights Cendra, who cites Lady Gaga's recent concert in Rio de Janeiro, held in May of this year, as an example.
On that occasion, The Data Appeal Company dived deep in key demand data, and revealed that short-term rentals occupancy increased by +22% and rates by +55% compared to the same period last year; whereas in hotels, occupancy increased by +14% and nightly rates by +12.8%. Moreover, air bookings to Rio de Janeiro during the week of the event grew by +73%.
“Although this type of demand is usually concentrated in a few days, destinations have the opportunity to offer additional experiences that extend the stay and maximise tourism benefits: to achieve this, it is essential to have data and forecasts that allow for strategic planning,” concludes the Mabrian spokesperson.
