Visitor analysis

Metallica concert Munich

Metallica M72 World Tour Munich

Last weekend, the Olympic Stadium in Munich shook twice – Metallica rocked the sold-out event twice. We took a closer look at the first evening on Friday, May 24.

Despite rain, lightning and thunder, over 90,000 people flocked into and around the Olympic Stadium. In comparison, only around 4,300 people moved through the same area on Thursday when there was no event.

The majority of visitors were male (~60%) and the largest age group was between 50 & 59 years (~28%).

Most visitors came directly from the city of Munich (~29%) and the surrounding districts. However, people also traveled from distant areas such as Hamburg, Berlin and Hanover. On average, people spent 4.5 hours at the Olympic Stadium and only left the analysis area at 11 p.m. or later.

With around 17% international visitors, the concert was also a magnet for international arrivals. Most of these guests came from Austria (~5%) and the United Kingdom (~2%).

Das könnte Sie noch interessieren

German Christmas Markets 2025

Sparkling lights, contemplative Christmas music, and a lively buzz – these three elements define Christmas markets across Germany. What the markets in Stuttgart, Erfurt, Cologne, Dortmund, Dresden, and Leipzig additionally have in common this year is their data-driven approach. Those responsible relied on robust visitor analyses to make decisions in a targeted, efficient, and impactful manner.

Opening of the European Football Championship 2024

Kick-off to the 2024 European Football Championship in Germany! As the proud neighbor of this year's host country, we offer a new insight into the European Championship, the venues and their visitors.

IRFC Cover (c) IRFC

Data Analytics for Good

Event Insights offers events precise insights into what is happening on the spot. This year, two fundraising events were analyzed by Invenium free of charge for the good cause.