Tourism Events

Global Tourism Events Market to Reach US$2.0 Trillion by 2030

The global market for Tourism Events estimated at US$1.7 Trillion in the year 2024, is expected to reach US$2.0 Trillion by 2030, growing at a CAGR of 3.2% over the analysis period 2024-2030. Exhibition & Conference, one of the segments analyzed in the report, is expected to record a 2.3% CAGR and reach US$513.5 Billion by the end of the analysis period. Growth in the Festival segment is estimated at 4.0% CAGR over the analysis period.

The U.S. Market is Estimated at US$461.1 Billion While China is Forecast to Grow at 5.8% CAGR

The Tourism Events market in the U.S. is estimated at US$461.1 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$398.6 Billion by the year 2030 trailing a CAGR of 5.8% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 1.3% and 2.4% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 1.8% CAGR.

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.

SCOPE OF STUDY:

The report analyzes the Tourism Events market in terms of units by the following Segments, and Geographic Regions/Countries:

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.

Select Competitors (Total 36 Featured) -

• 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

AI INTEGRATIONS
We`re transforming market and competitive intelligence with validated expert content and AI tools.

Instead of following the general norm of querying LLMs and Industry-specific SLMs, we built repositories of content curated from domain experts worldwide including video transcripts, blogs, search engines research, and massive amounts of enterprise, product/service, and market data.

TARIFF IMPACT FACTOR
Our new release incorporates impact of tariffs on geographical markets as we predict a shift in competitiveness of companies based on HQ country, manufacturing base, exports and imports (finished goods and OEM). This intricate and multifaceted market reality will impact competitors by increasing the Cost of Goods Sold (COGS), reducing profitability, reconfiguring supply chains, amongst other micro and macro market dynamics.

Please note: Reports are sold as single-site single-user licenses. Electronic versions require 24-48 hours as each copy is customized to the client with digital controls and custom watermarks. The Publisher uses digital controls protecting against copying and printing is restricted to one full copy to be used at the same location.

The latest version of Adobe Acrobat Reader is required to view the report. Upon ordering an electronic version, the Publisher will provide a link to download the purchased report.

Prior to fulfillment of an order, the client will be required to sign a document detailing the purchase terms for a publication from this publisher. Show more