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 spans a wide array of segments, including sports, music, business exhibitions, and cultural events, catering to both domestic and international travelers. It encompasses both online and offline booking channels, with formats ranging from in-person gatherings to fully virtual and hybrid events.

Event tourism plays a vital role in stimulating local economies, particularly through increased activity in hospitality, transportation, and retail sectors. Its growth is further driven by supportive government policies, infrastructure development, and strategic partnerships aimed at enhancing destination attractiveness.

Market Analysis
Comprehensive market analysis highlights a growing shift toward digital and hybrid event formats, improving accessibility and global participation. The adoption of advanced technologies such as artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) is elevating the attendee experience—particularly for those engaging remotely from international locations.

Additionally, the industry is increasingly aligning with sustainable tourism objectives. Event organizers are adopting eco-friendly practices and technologies to minimize environmental impact, reduce carbon emissions, and ensure that sustainability and engagement go hand in hand.

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).