Event Tourism Market Size, Trends, Key Drivers, Competitive Insights, 2032

Market Overview

According to Fortune Business Insights the Global Event Tourism Market was valued at USD 1,447.40 billion in 2024 and is projected to reach USD 2,524.52 billion by 2032, growing at a CAGR of 7.33% during the forecast period. Europe dominated the market with a 40.12% share in 2024, driven by its rich cultural heritage and tradition of hosting diverse events.

Definition Event tourism involves traveling to attend events such as business conferences, trade shows, music festivals, sports competitions, cultural fairs, and more. Modern tourists increasingly seek immersive, culturally rich experiences that extend beyond traditional sightseeing.

Competitive Landscape Key players are integrating sustainability, renewable energy, and eco-friendly practices in event tourism.

Key Companies:

• 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)

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Market Scope The event tourism market encompasses various sectors including sports, music, business exhibitions, and cultural events, covering both domestic and international tourism. The scope extends to online and offline booking channels and incorporates physical and virtual event formats.

Event tourism contributes significantly to local economies by boosting hospitality, transportation, and retail sectors. This growth is further supported by government initiatives, infrastructure development, and cross-industry collaborations aimed at enhancing destination appeal.

Market Analysis In-depth market analysis reveals a steady transition toward digital and hybrid models, allowing broader accessibility and participation. The integration of cutting-edge technologies such as AI, VR, and AR is enhancing the overall attendee experience, especially for international participants unable to travel.

Moreover, the focus on sustainable tourism practices aligns with global environmental goals, prompting key players to innovate and reduce their carbon footprints while maintaining event quality and engagement.

Market Dynamics

Drivers

• Rising demand for unique event experiences, especially among Millennials and Gen Z.
• Growth of the MICE (Meetings, Incentives, Conferences, Exhibitions) sector, backed by globalization and government investments.
• Strategic partnerships among key players enhancing event offerings and visibility.

Restraints

• High costs of premium event packages, making participation less accessible to price-sensitive consumers.

Opportunities

• Online booking platforms broadening accessibility to diverse event packages.
• Integration of VR, AR, and hybrid event formats for immersive experiences.
• Increasing collaborations between event organizers, sponsors, and local tourism boards.

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Challenges

• Poor infrastructure in emerging regions limiting event hosting capabilities.
• Inconsistent service quality and lack of supporting amenities.

Recent Developments

• IRCTC launched international tour packages from Mumbai (April 2025).
• ATP Tour partnered with Quint for ATP Experiences (April 2025).
• OYO introduced Oravel Travel Solutions for corporate travel (October 2024).
• Jandec Travel launched exclusive MICE packages (April 2024).
• DreamSetGo released travel packages for major sports events (May 2022).