More than 90 per cent of UK festivalgoers feel confident about attending a live event this year, that’s according to a new survey from Festicket.

Festicket surveyed 140,000 festivalgoers from the UK and found customer confidence at a high.

The survey found that 79 per cent of respondents would feel comfortable attending a live event this summer – between June and August – with that number rising to 90 per cent when events in the final four months of the year were also taken into consideration.

Given those high figures, it is unsurprising that more than 82 per cent of fans said that they are planning to attend two or more festivals or live events this year – a statistic that reflects the huge demand for tickets since the roadmap was first unveiled.

Additionally, more than half of the respondents said that they would be happy to book tickets for both international and domestic events, displaying a return in appetite for international travel and music tourism.

In the run up to events, clear communication and reassurance from festivals appeared to be of primary importance for customers; they expect transparency about refunds in the event of cancellation, and want any health and safety measures to be clearly communicated in advance.

Interestingly, on the subject of vaccinations just 7.9 per cent said they would only feel comfortable attending an event if they had been vaccinated.

In terms of the changes festivalgoers want to see on-site, the most prevalent was extra cleaning and hygiene measures – 58.5 per cent deeming this essential – followed closely by a desire for contactless and cashless systems to be in place.

More than 50 per cent said contactless ticketing, contactless access control at the door and reduced queues would be key in their decision to attend, while 70 per cent of people said they would be more encouraged to attend a festival/event if it were to implement a COVID-secure cashless system on site for bars, food vendors and all other payments.

Zack Sabban, CEO of Festicket, said: “It’s clear there has been a shift in perspective in the UK over the past month. Following the Prime Minister’s announcement in February, stories of 2021 events selling out have become common but we wanted to dig a little deeper. Coupling customer opinion with ongoing event partner conversations puts us in a strong position to help the industry bounce back successfully. It’s important that the industry works within all government guidance available but more specifically, listening to your fans is essential and delivering events in the way they now demand is critical for success.”

About The Author