Event Tourism Market Size, Share & Industry Analysis, By Event Type (Sports Tourism, Music Tourism, Exhibitions Tourism, Business Tourism, and Others), By Tourism Type (Domestic and International), By Channel (Virtual and Physical), By Booking Channel (Online, and Offline), and Regional Forecast, 2025-2032

The global event tourism market size was valued at USD 1,447.40 billion in 2024. The market is projected to grow from USD 1,538.30 billion in 2025 to USD 2,524.52 billion by 2032, exhibiting a CAGR of 7.33% during the forecast period. Europe dominated the event tourism market with a market share of 40.12% in 2024.

Event tourism refers to the practice of traveling to a destination primarily to attend or participate in specific events or activities. These events can range from business conferences, live streaming, trade shows, and exhibitions to music festivals, sporting competitions, cultural fairs, and more. Moreover, modern travelers are seeking immersive and transformative experiences that go beyond traditional sightseeing. Events offer opportunities to engage with local cultures and communities, making travel more meaningful and memorable.

Leading companies such as Accor S.A., Amex GBT, and Lufthansa Group have adopted strong partnerships with artists, global brands, local governments, and sponsors to create large-scale, high-profile events that attract international audiences and boost event visibility and funding. These collaborations help diversify revenue streams through sponsorships and merchandise to cater to global business travel.

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Market Dynamics

Market Drivers

Increasing Demand for Unique Event Experiences to Surge Market Growth

The growing demand for unique event experiences is transforming event tourism, making it more dynamic, inclusive, and innovative. Hybrid and virtual event formats are expanding reach, enabling participation from global audiences, and making events more inclusive. Besides, modern event attendees, particularly millennials and Gen Z, prioritize authenticity, inclusivity, and personalized engagement over traditional, one-size-fits-all formats. They seek events that offer genuine connections, cultural authenticity, and memorable moments tailored to their interests and values. For instance, in April 2025, the British National Gallery introduced a new suite of curated art-based event packages designed to offer unique and meaningful experiences for business and private groups. These packages combine the Gallery’s world-class art collection with tailored programming to inspire creativity, mindfulness, and business success.

Growth of MICE Sector to Support Market Development

The globalization of business operations and the expansion of multinational companies have led to a sharp increase in demand for cross-border meetings, training sessions, and client events. As organizations seek to foster collaboration and innovation, MICE (Meetings, Incentives, Conferences, and Exhibitions) events serve as essential platforms for knowledge exchange and professional networking, driving up business travel and event attendance. Furthermore, governments and tourism boards globally recognize the economic benefits of hosting MICE events and invest heavily in infrastructure, venue development, and promotional activities. For example, regions such as Rajasthan in India and major hubs such as Singapore and Dubai are developing state-of-the-art MICE centers to attract international events, stimulating local economies and tourism. For instance, according to the data from the Events Industry Council, direct spending on global events rose from USD 525 million in 2021 to USD 938 million in 2022, representing an increase of ~44% over the year.

Market Restraints

High Costs of Premium Event Packages to Restrict Market Expansion

Premium event packages often bundle high-end amenities, exclusive access, luxury accommodations, and personalized services, significantly increasing the total cost for attendees. As prices climb, event tourism becomes less accessible to middle- and lower-income travelers. While there is demand for exclusive experiences, most consumers are price-sensitive. They may be discouraged by high entry costs, reducing attendance and limiting the event tourism market growth in the long run.

Market Opportunities

Wide Accessibility of Different Event Packages through Online Booking Mode to Propel Market Development

Online booking platforms eliminate the need for physical queues and manual ticketing, allowing users to browse, select, and purchase event packages from anywhere at any time. This convenience is a major factor in attracting more participants, especially as internet penetration and smartphone usage continue to rise globally. Besides, many online booking platforms now allow users to bundle event tickets with travel, accommodation, and local experiences, creating comprehensive packages that simplify trip planning and enhance the overall tourism experience. For instance, EaseMyTrip has launched EasyVijay, a pioneering battlefield tourism initiative offering immersive experiences of historic battlefields in India and worldwide. The initiative integrates advanced VR and AR technology. Travelers can participate in virtual tours and 3D recreations of historic battles, allowing them to experience these sites from anywhere in the world.

Rising Partnerships among Different Service Providers of Event Management to Flourish Market Growth

Collaborations enable companies to expand their portfolios, offering bundled services such as ticketing, catering, logistics, and digital engagement tools. This streamlines the planning process for clients and allows providers to tap into the local economy, new customer segments, and geographic markets, particularly as demand grows for hybrid and virtual events.  Moreover, partnerships between event organizers, sponsors, and local tourism boards amplify marketing reach and funding. Also, government and private sponsorships are rising, enabling larger, more impactful events and attracting international audiences, which is crucial for event travel & tourism market growth. For instance, in August 2024, Tour Blue, a boutique travel operator based in Colombo, Sri Lanka, announced a strategic partnership with Linkin Reps, an Indian travel representation company. This collaboration is designed to enhance Tour Blue’s presence in the Indian market by leveraging Linkin Reps’ extensive network, expertise, and strong relationships within the Indian travel trade sector.

Market Challenges

Poor Infrastructure Facilities in Some Emerging Regions to Hinder Market Growth

Poor service quality and inadequate supporting amenities, such as restaurants, car rentals, and others, further discourage repeat visits and positive word-of-mouth. Many emerging regions lack modern, well-equipped event venues capable of hosting large-scale or international-standard events. This restricts the type and scale of events that can be organized, limiting market growth and the ability to attract high-profile international events.

Event Tourism Market Trends

Intensifying Demand for Customized Event Packages to Augment Market Growth

The demand for customized event packages is rapidly intensifying as consumers and organizations seek unique, memorable, and personalized experiences rather than generic, one-size-fits-all solutions. Besides, customization allows event planners to deliver more relevant and engaging experiences, increasing attendee satisfaction and loyalty. Therefore, satisfied participants are more likely to recommend events, return for future editions, and share positive feedback, all of which drive market expansion. For instance, in April 2023, MakeMyTrip launched a wide range of customizable holiday packages for Europe, catering to diverse traveler preferences and budgets. These packages cover popular European destinations such as Paris, London, Amsterdam, Rome, Switzerland, Italy, and more, with options ranging from short 4–5-day trips to extended tours of up to 17 days.

Flourishing Social Media Channels to Expand Market Development

Social media platforms such as Instagram, Facebook, TikTok, and Twitter have intensely increased the exposure and reach of event tourism. Destinations and event organizers can showcase their offerings to a global audience through visually appealing content, live streams, and influencer collaborations. Also, viral posts and user-generated content can turn local events into international attractions, rapidly expanding their audience and drawing tourists from new markets.

Impact of COVID-19

The COVID-19 pandemic caused profound disruption in the event tourism market globally. Widespread cancellations and postponements of events, ranging from festivals and conferences to sports tournaments, were implemented to comply with social distancing, travel restrictions, and public health mandates. Additionally, large gatherings, which are central to the event travel & tourism market, were heavily restricted or outright banned. Most events were either canceled, postponed, or forced to operate with severe limitations on attendance and activities, resulting in limited market growth.

Segmentation Analysis

By Event Type

Large Audience Base to Foster Sports Tourism Segment Growth

On the basis of event type, the market is separated into sports tourism, music tourism, exhibitions tourism, business tourism, and others.

The sports tourism segment is poised to hold the largest event tourism market share. Sports events generate and attract massive audiences due to the global population's never-ending love and passion for sports. Major sporting events, including the Olympics, FIFA World Cup, NBA games, and Formula One races, draw hundreds of thousands of travelers to host destinations, hence evolving segment growth.

The music tourism is expected to be the fastest-growing segment in the market. The rise in global music activities is driving demand for different styles of music concerts. Also, music studios increasingly seek new ways to launch regional music shows to attract a new audience base, fueling the growth of the segment.

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By Tourism Type

Easy Accessibility to Different Places to Boost Domestic Segment Growth

Based on tourism type, the market is divided into domestic and international.

The domestic segment is expected to dominate the market during the projected period. Domestic event tourism offers unparalleled accessibility compared to international alternatives. Travelers face fewer barriers when attending events within their own countries - no visa requirements, no language barriers, and typically shorter travel distances. This accessibility makes domestic events more attractive to a broader audience.

The international segment is expected to experience the fastest growth rate. Major international events are increasingly being hosted in diverse locations worldwide, attracting global audiences. Events such as the Olympics, the World Cup, and international music festivals serve as powerful magnets for cross-border tourism. The strategic rotation of these events across different countries continues to stimulate international event-based tourism growth.  

By Channel

Availability of Direct Networking Facilities Fosters Physical Segment Growth

By channel, the market is divided into physical and virtual.

The physical segment holds the dominant market share. Physical event tourism delivers direct, sensory-rich experiences that virtual formats cannot fully replicate. Besides, attendees value the atmosphere, networking opportunities, and cultural events immersion that come from being present at live events, festivals, or conferences.

The virtual segment is anticipated to witness the highest growth rate in the market. Virtual platforms offer personalized experiences, AI-driven recommendations, and on-demand content. This feature particularly attracts tech-savvy younger generations, especially those seeking flexible participation, fostering segment growth.

By Booking Channel

Online Segment Dominated Due to Its Convenience

On the basis of booking channel, the market is partitioned into online and offline.

The online segment held a leading share of the market. Online booking platforms allow travelers to browse, compare, and book events at anytime from anywhere, eliminating the need to visit physical locations or wait in queues. This convenience drives the growth of the online booking channel segment.

The offline segment is projected to be the fastest-growing segment of the market. As the industry evolves, there is a growing interest in hybrid event formats and in-person experiences, leading to a modest resurgence in offline bookings, particularly for complex or high-value events where personal interaction is valued. These factors are expected to increase the growth of offline booking channels during the forecast period.

Event Tourism Market Regional Outlook

Geographically, the market is divided into Asia Pacific, North America, Europe, South America, and the Middle East & Africa.

Europe

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Europe holds the dominating share of the market. Europe’s rich cultural heritage and tradition of hosting multi-dimensional, customarily held events (festivals, exhibitions, sporting events) attract both international and domestic tourists, broadening the appeal of event tourism. Besides, the rapid adoption of virtual and hybrid business event formats, particularly post-pandemic, has allowed European event organizers to reach wider audiences and maintain market growth during the forecast period. For instance, according to the International Congress and Convention Association, in the U.K., business visits comprised 16% of all inbound visits in 2022, totaling 5.1 million visits and contributing USD 6.02 billion in expenditure, which represents 19% of all inbound spending for the year.

Asia Pacific

Asia Pacific is the fastest-growing market. The region is experiencing rapid economic expansion, with China and India leading global growth rates. The region’s burgeoning middle class, projected to make up two-thirds of the world’s middle-income population by 2034, is fueling unparalleled demand for travel and event experiences. This demographic shift increases disposable incomes and creates a vast market for event-based tourism in the near term. For instance, in November 2023, the Ministry of Tourism of India organized an Industry Roundtable on Developing India as a MICE Destination at Bharat Mandapam. During the roundtable, the Ministry detailed its key initiatives to promote India as a leading MICE destination. The objective is to boost India’s share of the global MICE market significantly.

North America

North America holds the second-largest market share. The region benefits from world-class infrastructure, including modern convention centers, stadiums, hotels, and efficient transportation networks. The integration of advanced technologies, such as digital registration, event management platforms, and virtual event solutions, enhances the attendee experience and operational efficiency, maintaining the region’s competitive edge and fostering market growth. For instance, in September 2023, Apple Inc., an American multinational technology company, conducted its virtual product event ‘Wonderlust’ to showcase its new range of products, including the Apple Watch series and iPhone series.

The U.S. consistently hosts a large number of high-profile events, including corporate meetings, conferences, exhibitions, music concerts, and major sports tournaments. The region’s established event-hosting tradition attracts domestic and international tourists, making it a global leader in the event-based tourism industry. For instance, according to a survey conducted by the U.K. Statistics Authority on the ‘International Passenger Survey’ with a 100 sample size, in 2022, the U.S. ranked highest in terms of MICE visitors, which recorded around 165,775 visits in the country.

South America and Middle East & Africa

The Middle East & Africa has emerged as one of the world’s fastest-growing tourism regions, with international visitors increasing in recent times. This robust growth is fueled by new policies, infrastructure investments, and major events, positioning the region as a premier destination for global travelers. Also, in South America, enhanced online services facilitate seamless event discovery, booking, and participation, making it easier for tourists to plan and attend events. This convenience drives higher attendance rates and supports the growth of the event-based tourism market.

Competitive Landscape

Key Market Players

Increasing Adoption of Sustainable Practices by Key Players to Promote Market Growth

Key players in the market are increasingly embracing sustainability and eco-friendly practices to drive the market growth of event travel and tourism. This shift includes integrating renewable energy, reducing waste, and promoting the use of sustainable materials at different events, and also while traveling. Besides, companies are also pursuing green certifications, enhancing transparency in their sustainability efforts, and investing in eco-friendly infrastructure to attract environmentally conscious travelers.  For instance, in April 2024, Expedia Group announced the launch of two new sustainable travel programs for destinations, ‘Destination Climate Champions and the Destination Giveback Initiative.’ Both initiatives are designed to help Destination Management Organizations (DMOs) become stronger environmental stewards and to ensure that travel acts as a positive force for local communities and the planet.

List of Key Event Tourism Companies Profiled:

• Expedia Group Inc. (U.S.)


• Trip.com Group Ltd. (China)


• TUI AG (Germany)


• China Tourism Group Duty Free Corp Ltd. (China)


• ATPI Group (U.K.)


• Hilton Worldwide Holdings Inc. (U.S.)


• Marriott International Inc. (U.S.)


• Accor S.A. (France)


• Amex GBT (U.S.)


• Lufthansa Group (Germany)

Key Industry Developments

• April 2025 – The Indian Railways Catering and Tourism Corporation (IRCTC) introduced exclusive international tour packages from Mumbai to make global event travel more affordable and accessible for middle-class travelers. These specially curated summer vacation packages offer all-inclusive trips to popular international destinations such as Europe (with London), Dubai, Nepal, and Sri Lanka.


• April 2025 – The Association of Tennis Professionals (ATP) tour partnered with Quint to launch ATP Experiences, described as a ‘new era of premium fan access.’ This multi-year collaboration designates Quint as the official experience and travel partner of the ATP Tour, introducing curated and immersive event packages.


• October 2024 – OYO has introduced Oravel Travel Solutions, a dedicated B2B platform designed to streamline corporate travel and event management across India. This new vertical offer end-to-end solutions for organizing business events such as corporate summits, off-site meetings, conferences, and other events, leveraging OYO’s extensive network of over 500 company-serviced hotels nationwide, including tier-II and tier-III cities.


• April 2024 – Jandec Travel launched exclusive MICE (Meetings, Incentives, Conferences, and Exhibitions) packages designed to enhance the corporate travel experience by providing seamless, memorable, customized event solutions. These packages cater specifically to corporate gatherings and events, offering comprehensive services that include expert event planning, versatile venue selection, logistics coordination, immersive team-building activities, and flawless execution of conferences, seminars, incentive trips, and corporate events.


• May 2022 – DreamSetGo, India’s first premium bespoke sports travel and experiences platform, launched official travel packages for the ICC Men’s T20 World Cup Australia 2022 and the Australian Open 2023. DreamSetGo offers Indian sports fans comprehensive, world-class travel and hospitality experiences for these major sporting events.

REPORT COVERAGE

The event tourism market scope provides a comprehensive analysis, focusing on key elements such as major companies, regional and market segmentation, competitive dynamics, event type, tourism type, channel, and booking channel. Additionally, it provides insights into market drivers, trends, and challenges and presents significant developments within the industry. Beyond these aspects, it also examines various factors that have contributed to market growth in recent years.

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Report Scope & Segmentation