Tourism Events - Global Strategic Business Report

The global market for Tourism Events was valued at US$1.7 Trillion in 2024 and is projected to reach US$2.0 Trillion by 2030, growing at a CAGR of 3.2% from 2024 to 2030. This comprehensive report provides an in-depth analysis of market trends, drivers, and forecasts, helping you make informed business decisions. The report includes the most recent global tariff developments and how they impact the Tourism Events market.

Global Tourism Events Market - Key Trends & Drivers Summarized

Why Are Tourism Events Becoming Cornerstones of Global Destination Marketing?

Tourism events have evolved into vital tools for countries and cities to attract both domestic and international visitors, boost local economies, and enhance their global image. These events - ranging from cultural festivals and sporting competitions to trade fairs and religious pilgrimages - serve as temporary focal points of interest that can significantly increase tourist footfall. As competition among destinations intensifies, tourism events are no longer seen as mere entertainment; they are strategic assets within national tourism policies and destination branding campaigns. Major cities across Europe, Asia, and the Middle East now allocate substantial budgets to plan, promote, and host large-scale events that cater to both niche and mass audiences. Events like the Olympics, FIFA World Cup, Dubai Expo, Rio Carnival, and Oktoberfest have shown that well-executed tourism events can create long-term value by increasing tourism infrastructure, generating international media coverage, and fostering repeat visitation. In addition, the rise of experiential tourism has made such events more appealing to travelers seeking authentic cultural, social, and local encounters rather than static sightseeing experiences.

How Is Seasonality and Themed Programming Redefining Travel Patterns?

One of the most transformative impacts of tourism events is their ability to counteract traditional seasonality in tourism. Destinations that once experienced sharp visitor declines during off-peak seasons now use themed events to generate consistent tourist activity year-round. For instance, Christmas markets in Europe, cherry blossom festivals in Japan, and music or culinary events in shoulder seasons across Asia-Pacific are helping smooth out fluctuations in hotel bookings, restaurant revenue, and transportation demand. Themed programming - such as wellness retreats, film festivals, LGBTQ+ pride events, or eco-tourism summits - is also being used to appeal to specific demographics, thus expanding the destination's reach beyond general leisure travelers. The success of such events lies in their ability to create limited-time value, driving urgency in travel decisions and increasing average spend per visitor. Many destinations have even begun to co-brand events with sponsors, influencers, or streaming platforms to boost engagement and digital visibility. Importantly, cities are curating smaller, recurring community events alongside large festivals to maintain cultural continuity and local support while still appealing to a broader tourist base.

Are Digital Experiences and Hybrid Formats the Future of Event Tourism?

Technology is radically transforming the planning, promotion, and consumption of tourism events. In the post-pandemic landscape, virtual participation and hybrid formats are becoming normalized, enabling global audiences to engage with events regardless of physical presence. Live streaming, AR/VR-based experiences, metaverse tourism exhibitions, and real-time social media interactions are now intrinsic parts of many major events. This trend not only democratizes access to cultural and entertainment experiences but also builds long-term interest in destinations, converting virtual attendees into future travelers. On the backend, event organizers are using data analytics to personalize marketing, optimize crowd control, and track spending behavior. Mobile apps now serve as real-time guides, integrating itineraries, maps, augmented storytelling, and ticketing systems for seamless visitor engagement. Additionally, sustainability is influencing tech adoption, as organizers use digital ticketing, cashless payments, and smart logistics to reduce waste and emissions. Cities such as Singapore, Seoul, and Vienna are at the forefront of integrating smart infrastructure to host intelligent, inclusive, and scalable tourism events.

What Forces Are Fueling the Expansion of the Global Tourism Events Market?

The growth in the tourism events market is driven by several factors rooted in consumer behavior, destination strategy, and technological enablement. One primary driver is the growing demand for immersive and experience-based travel, with tourists increasingly prioritizing cultural depth and social interaction over traditional sightseeing. Additionally, governments and tourism boards are proactively investing in event-based tourism to diversify economic inflows and enhance global visibility, particularly in regions seeking to transition from resource-based to service-driven economies. The widespread development of supporting infrastructure - such as convention centers, arenas, luxury hotels, and transport networks - is enabling destinations to host larger and more diverse events. Furthermore, digital transformation across event planning, promotion, and execution is expanding the reach of tourism events to global audiences and allowing real-time adaptability. Social media virality and influencer-driven event marketing are also proving critical in building anticipation and drawing younger demographics. Lastly, geopolitical shifts such as visa liberalization, improved regional air connectivity, and the rise of multi-destination itineraries are creating conducive conditions for cross-border tourism events, particularly in regions like the Gulf, ASEAN, and Eastern Europe.

Report Scope

The report analyzes the Tourism Events market, presented in terms of market value (US$ Thousand). The analysis covers the key segments and geographic regions outlined below.

Segments: Type (Exhibition & Conference, Festival, Corporate Events, Music Concerts, Sports, Other Types); Revenue Source (Online Registration, Offline Registration, Sponsorship, Other Revenue Sources).

Geographic Regions/Countries: World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Key Insights:

• Market Growth: Understand the significant growth trajectory of the Exhibition & Conference segment, which is expected to reach US$513.5 Billion by 2030 with a CAGR of a 2.3%. The Festivals segment is also set to grow at 4.0% CAGR over the analysis period.
• Regional Analysis: Gain insights into the U.S. market, valued at $461.1 Billion in 2024, and China, forecasted to grow at an impressive 5.8% CAGR to reach $398.6 Billion by 2030. Discover growth trends in other key regions, including Japan, Canada, Germany, and the Asia-Pacific.

Why You Should Buy This Report:

• Detailed Market Analysis: Access a thorough analysis of the Global Tourism Events Market, covering all major geographic regions and market segments.
• Competitive Insights: Get an overview of the competitive landscape, including the market presence of major players across different geographies.
• Future Trends and Drivers: Understand the key trends and drivers shaping the future of the Global Tourism Events Market.
• Actionable Insights: Benefit from actionable insights that can help you identify new revenue opportunities and make strategic business decisions.

Key Questions Answered:

• How is the Global Tourism Events Market expected to evolve by 2030?
• What are the main drivers and restraints affecting the market?
• Which market segments will grow the most over the forecast period?
• How will market shares for different regions and segments change by 2030?
• Who are the leading players in the market, and what are their prospects?

Report Features:

• Comprehensive Market Data: Independent analysis of annual sales and market forecasts in US$ Million from 2024 to 2030.
• In-Depth Regional Analysis: Detailed insights into key markets, including the U.S., China, Japan, Canada, Europe, Asia-Pacific, Latin America, Middle East, and Africa.
• Company Profiles: Coverage of players such as Airbnb Inc., American Express Global Business Travel, ATPI Ltd., BCD Group International BV, Carnival Corporation & PLC and more.
• Complimentary Updates: Receive free report updates for one year to keep you informed of the latest market developments.

Some of the 36 companies featured in this Tourism Events market report include:

• Airbnb Inc.
• American Express Global Business Travel
• ATPI Ltd.
• BCD Group International BV
• Carnival Corporation & PLC
• Cvent Holding Corp.
• Eventbrite Inc.
• GL Events
• Informa Markets
• Kuoni Group
• Live Nation Worldwide Inc.
• Maritz Holdings LLC
• Messe Frankfurt
• Reed Exhibitions
• Riviera Events
• Royal Caribbean Cruises Ltd.
• Tarsus Group
• TicketWeb
• TUI Group
• Wizcraft Entertainment

Tariff Impact Analysis: Key Insights for 2025

Global tariff negotiations across 180+ countries are reshaping supply chains, costs, and competitiveness. This report reflects the latest developments as of April 2025 and incorporates forward-looking insights into the market outlook.

The analysts continuously track trade developments worldwide, drawing insights from leading global economists and over 200 industry and policy institutions, including think tanks, trade organizations, and national economic advisory bodies. This intelligence is integrated into forecasting models to provide timely, data-driven analysis of emerging risks and opportunities.

What's Included in This Edition:

• Tariff-adjusted market forecasts by region and segment
• Analysis of cost and supply chain implications by sourcing and trade exposure
• Strategic insights into geographic shifts

Buyers receive a free July 2025 update with:

• Finalized tariff impacts and new trade agreement effects
• Updated projections reflecting global sourcing and cost shifts
• Expanded country-specific coverage across the industry