Luke Bryan’s Crash My Playa will return for a milestone 10th year, when the five-time entertainer of the year winner and his fellow artists take over the Moon Palace Cancun resort in Cancun, Mexico, for four days of music, sun, sand, and fun times on Jan. 15-18, 2025. Crash My Playa is produced by Playa Luna Presents.

Bryan will headline for two nights during the all-inclusive concert vacation, but the lineup also features three-time ACM entertainer of the year winner Jason Aldean, who returns for a third time, as well as 11-time Billboard Country Airplay chart-topper Kane Brown, who is making his Crash My Playa debut in 2025. Also on the lineup are Bailey Zimmerman, Dustin Lynch, Dylan Scott, Elle King, Jackson Dean, Nate Smith, Dasha, Ella Langley, Tucker Wetmore and DJ Rock.

Bryan, who has amassed a profession complete of 21.3 billion streams and 26 Board Country Airplay outline clinchers has consistently incorporated the occasion into a must-go to escape that invites a normal of 5,000 participants every year. For Bryan, the getting through effect of the celebration is extraordinary, given his profound inclusion at the actual beginnings of Crash My Playa.

“From day one, we partnered with Playa Luna [Presents],” Bryan tells Billboard. “At the time, they said, ‘Luke, do you want to just take the money, or do you want to build it and be an owner?’ I was so glad I decided to build it and become an owner, because it’s something I’ll look back on and it will be one of the proudest things I’ve been a part of. Year one, I’ll never forget when I saw the actual concert site and looked at how beautiful everything was lit, and how well done. My first thought was, ‘These fans are about to have one of the greatest [four-day periods] of their life, because everything even exceeded my expectations.”

It’s not only fans who get excited about attending Crash My Playa — the artists do, too.

“Artists will hear about Crash My Playa and how fun it is, and they will walk up to me and say, ‘Hey, can we come be a part of this?’” Bryan says. “I was doing some TV stuff with Kane [Brown], and he goes, ‘I want to do Crash My Playa,’ and I said, ‘Well, we can get it organized and booked right now.’ So it’s been fun to kind of be the promoter of my own festival, but it’s fun when the artists come down and it lives up to their expectations.”

For Bryan, chief among a decade of music-filled, sun-drenched memories he has amassed from previous years of Crash My Playa are the moments he and his fellow artists have been able to let loose and be comfortable — even if that means some informal, silly onstage moments.

“I never will forget the year that me, Jason Aldean, Lee Brice and Charles Kelley got onstage,” Bryan recalls. “I had toured with Jason Aldean for many, many years and I’d never heard him lose his voice, but we all sounded like wolves out in the wild. So that told me maybe we’d had a little too much tequila down there, but we knew we had had a great time when singers are losing their voices, trying to do cover songs. But it was a pretty funny moment and thank God it never went viral.”

In addition to music, the concert vacation features an array of sports activities, games, pool parties, wellness activities, and more, with previous years’ activities including ATVs, zip lines, snorkeling, beach volleyball, and a pickleball tournament.

“We’ve always got a big group of friends and family that come down,” Bryan says. “It’s nice to go down there and get in the sun and get your vitamin D and feel good and have some margaritas. So most of the time we just sit there and sit by the pool and play music.

In addition to music, the concert vacation features an array of sports activities, games, pool parties, wellness activities, and more, with previous years’ activities including ATVs, zip lines, snorkeling, beach volleyball, and a pickleball tournament.

“We’ve always got a big group of friends and family that come down,” Bryan says. “It’s nice to go down there and get in the sun and get your vitamin D and feel good and have some margaritas. So most of the time we just sit there and sit by the pool and play music.

The general on sale for the event will launch June 28 at 3 p.m. ET at crashmyplaya.com. Previous attendees will have early access through an Alumni Pre-Sale starting at 11 a.m. EDT on June 28. Fan club members for Bryan, Aldean, Brown, and Lynch will also have the opportunity to purchase Pre-Sale packages on June 28 at 2 p.m. EDT.

A decade on, and having firmly established Crash My Playa as one of country music’s essential artist-driven events, Bryan says he’s always focused on ways “to be innovative, and keep it fresh and young. I must say I’ve thought about a Crash My Maui or a Crash My Bahamas, so if we can take that and go mobile … and always, it’s all about the fan experience for me. As long as we have the continued support from them and everybody’s excited, we’ll always do our part to stay ahead of the curve on it.”