Travel: Why Live Tourism Is a Top Priority for Global Travel Investment
- InsightTrendsWorld
- May 20
- 13 min read
Why it is the topic trending:
The article highlights "Live Tourism" as a top priority for global travel investment, indicating its growing importance in the industry as travel companies recognize the significant financial stakes and evolving consumer demands.
It emphasizes a shift in consumer preferences, particularly among younger generations, who are seeking experiential travel focused on entertainment, sports, and culture moving away from traditional sightseeing and "fly and flop" vacations.
The article presents statistics and insights from industry experts supporting the financial viability and growing demand for destinations centered around "play," including projections of massive growth in sports tourism and the economic impact of major events and even individual stars like Taylor Swift.
It discusses how "Live Tourism" can drive year-round investment returns and benefit local communities, making it a key strategy for destinations looking to sustain demand beyond seasonal peaks and create inclusive and economically diversified opportunities.
Overview: The article discusses the rising prominence of "Live Tourism," defined as travel centered on entertainment, sports, and cultural experiences, as a major focus for global travel investment. It notes that younger generations are increasingly prioritizing these types of experiences when choosing travel destinations. The article presents research and expert opinions highlighting the economic impact of "Live Tourism," its potential to ensure year-round demand, and its benefits for both tourists and local communities.
Detailed findings:
Younger travelers are increasingly deciding on the type of experiences they want to enjoy before selecting a destination indicating a fundamental shift from destination-first to experience-first planning.
More than 90% of travelers aged 44 and younger agree that participating in entertainment, sports, and cultural activities is important to their overall sense of happiness and well-being underscoring the deep value placed on these "play" experiences.
Over 75% of travelers aged 44 and younger say these "play" experiences have become more central to their travel plans in the past five years demonstrating a significant and accelerating trend in travel priorities.
Millennials and Gen Z are projected to account for 83% of hotel guests by 2030 highlighting the immense influence of these generations on the future of the hospitality industry.
Sports tourism alone totaled more than $600 billion worldwide in 2024 and is expected to double by 2032 signifying the massive global market and growth potential within this sector of "Live Tourism".
Events like the FIFA World Cup in Qatar (generating $5.8 billion) and Formula 1 races (attracting 5.7 million attendees) generate billions in tourism dollars providing concrete examples of the enormous economic impact of major sporting and cultural events on host destinations.
Year-round attractions, like those in Orlando built around "play" (contributing $58.5 billion to the community in 2023), demonstrate the value of consistent visitation showcasing the potential for destinations with diverse and continuous offerings to achieve significant economic success.
93% of travel executives agreed that destinations focused on offering entertainment, sports, and cultural activities will become more important in the global tourism landscape in the next five years indicating a strong consensus within the industry about the future direction of travel.
84% of travel executives are excited about investing in new destinations designed exclusively for entertainment, sports, and culture highlighting the proactive shift in investment strategies towards supporting "Live Tourism" infrastructure and development.
Key success factors of product (trend):
Experiential Focus: Catering to the growing demand for active participation and immersive experiences beyond traditional sightseeing by offering opportunities for travelers to engage directly with the culture, sports, or entertainment they are interested in.
Year-Round Appeal: Destinations built around "play" can offer attractions and events that are not limited by seasonality ensuring a consistent flow of visitors and revenue throughout the year, unlike destinations reliant on specific weather or natural attractions.
Economic Diversification: Focusing on entertainment, sports, and culture attracts a wide range of demographics and interests catering to diverse traveler motivations, from thrill-seekers and sports fans to art enthusiasts and families.
Emotional Connection: Creating memorable experiences fosters emotional connections with travelers, encouraging repeat visits and positive word-of-mouth as travelers are more likely to remember and share experiences that evoke strong feelings.
Community Benefits: Thoughtful development of "Live Tourism" can drive economic growth and create opportunities for local residents by generating employment in various sectors and fostering a sense of pride and engagement with their community.
Key takeaway: "Live Tourism," centered around entertainment, sports, and cultural experiences, is a major priority for global travel investment due to evolving traveler preferences, particularly among younger generations, and its potential to drive significant and sustainable economic returns while benefiting communities.
Main trend: The Prioritization of Experiential "Live Tourism" in Global Travel Investment Strategies.
Description of the trend: "Playful Journeys: Investing in Experience-Centric Travel." This trend describes the increasing strategic focus and financial investment within the global travel industry towards destinations and attractions that are specifically designed to offer a wide array of engaging and immersive experiences centered around entertainment, sports, and culture. This shift is driven by a growing understanding of evolving traveler preferences, especially among younger demographics who prioritize active participation and memorable moments over traditional sightseeing, leading to the development of destinations where "play" takes center stage to ensure sustained tourism demand and significant economic impact.
What is consumer motivation:
Seeking Active Participation: Travelers, especially younger generations, want to do more than just observe; they want to engage and participate in activities such as attending concerts, participating in sports events, or immersing themselves in cultural festivals.
Desire for Unique and Memorable Experiences: They are looking for travel that creates lasting memories and offers something beyond the ordinary seeking out destinations that provide once-in-a-lifetime opportunities and unique encounters.
Prioritization of Well-being and Happiness: Participating in enjoyable activities during travel is seen as crucial for overall happiness and well-being as travelers recognize the positive impact of "play" on their mental and physical health.
Preference for Shared Experiences: Travelers value the opportunity to share experiences with loved ones and connect with others through shared activities as travel becomes more about creating collective memories and strengthening relationships.
Looking for Authenticity: They seek immersive and authentic experiences that go beyond superficial tourist traps wanting to connect with the local culture and have genuine interactions.
What is driving trend:
Evolving Traveler Preferences: A significant shift, particularly among younger generations, towards valuing experiences over traditional sightseeing as evidenced by their increased interest in entertainment, sports, and cultural activities.
Economic Potential: The demonstrated financial success of events like the World Cup and F1 races highlights the lucrative nature of "Live Tourism" attracting millions of visitors and generating billions in revenue.
Desire for Seasonality-Proof Revenue: Destinations are seeking attractions that can maintain visitor numbers throughout the year reducing reliance on seasonal factors and ensuring a stable tourism economy.
Competitive Landscape: Destinations need to innovate and offer unique experiences to attract global travelers as the competition for tourism dollars intensifies worldwide.
Recognition of the Power of Emotional Connection: The industry understands that memorable experiences create stronger emotional bonds with destinations and brands leading to increased loyalty and positive recommendations.
What is motivation beyond the trend:
Personal Enrichment: Travel is increasingly seen as an opportunity for personal growth, learning, and enjoyment through active participation allowing individuals to discover new interests, develop skills, and broaden their horizons.
Social Connection: Shared experiences during travel strengthen bonds with family and friends creating lasting memories and enhancing relationships through collective enjoyment.
Escape and Recreation: Travelers seek opportunities to relax, have fun, and escape the stresses of everyday life with "Live Tourism" providing engaging and enjoyable avenues for recreation and rejuvenation.
Description of consumers article is referring to: This article primarily refers to:
Younger Generations (Millennials and Gen Z): Identified as the key demographic driving the demand for "Live Tourism" due to their preference for experiences over traditional sightseeing.
Travelers aged 44 and younger: This broader age group demonstrates a strong preference for participating in entertainment, sports, and cultural activities as an integral part of their travel plans.
Global Visitors: Destinations are aiming to attract a wide range of international travelers who are actively seeking out engaging and participatory experiences aligned with their interests in entertainment, sports, and culture.
Domestic Travelers and Local Residents: Inclusive destinations are designed to appeal to both tourists seeking unique experiences and their own communities, fostering local engagement and year-round activity.
Shopping preferences
Prioritize Experiences Over Material Goods: Their main "shopping" focus when traveling is on purchasing opportunities to engage in entertainment, sports, and cultural activities rather than primarily buying tangible souvenirs or goods.
Value Experiences Contributing to Well-being: They actively seek out travel options that allow them to participate in activities that enhance their happiness and overall well-being, indicating a preference for enriching and enjoyable experiences.
Seek Authentic and Immersive Activities: They are drawn to travel experiences that offer genuine and immersive encounters with the local culture, sports scene, or entertainment offerings, suggesting a preference for authenticity over superficial tourist attractions.
Are Likely to Spend on Event Tickets and Participation: Given their focus on "Live Tourism," they are likely willing to spend money on tickets to sporting events, concerts, festivals, and other forms of live entertainment and cultural activities.
Appreciate Destinations with Diverse Offerings: They prefer destinations that provide a wide array of entertainment, sports, and cultural options, allowing them to tailor their travel plans to their specific interests and desires for "play."
May Seek Out Year-Round Attractions: They might favor destinations that offer a consistent stream of engaging activities throughout the year, rather than those reliant on seasonal events, to maximize their opportunities for "Live Tourism."
Could be Interested in Related Merchandise and Services: While their primary focus is on experiences, they may also be interested in purchasing related merchandise, such as team jerseys or concert memorabilia, or services that enhance their experience, such as specialized tours or workshops.
Conclusions: "Live Tourism," focused on providing engaging and participatory experiences, is becoming the dominant paradigm for global travel investment, driven by the preferences of younger travelers and the significant economic benefits it offers to destinations and investors.
Implications for brands:
Travel Destinations: Should prioritize developing diverse and high-quality entertainment, sports, and cultural attractions that cater to a wide range of interests and actively involve visitors.
Hotels and Hospitality: Need to cater to the experience-seeking traveler by offering relevant amenities such as partnerships with local attractions or curated experience packages and partnerships.
Event Organizers: Have a crucial role in creating and promoting compelling "Live Tourism" offerings designing events that are immersive, engaging, and offer unique value propositions.
Tourism Boards: Should focus marketing efforts on the experiential aspects of their destinations highlighting the opportunities for active participation and memorable moments.
Implication for society:
Economic Growth: "Live Tourism" can be a significant driver of economic development and job creation by attracting more visitors and encouraging spending in various sectors of the local economy.
Cultural Exchange: Travel focused on cultural experiences fosters understanding and appreciation between different cultures by providing opportunities for direct interaction and immersion in local traditions and art forms.
Urban Development: The development of "Live Tourism" destinations can lead to infrastructure improvements and urban revitalization as cities and regions invest in amenities and attractions to enhance the visitor experience.
Implications for consumers:
More Engaging and Diverse Travel Options: Travelers will have access to a wider range of experiences tailored to their interests in entertainment, sports, and culture moving beyond traditional historical sites and scenic viewpoints.
Opportunities for Active Participation: Travel will increasingly offer chances to actively engage in activities rather than just being a passive observer allowing for more hands-on and immersive cultural, sporting, or entertainment experiences.
Enhanced Well-being and Happiness: Travel experiences focused on "play" are seen as contributing to overall happiness and well-being providing opportunities for fun, relaxation, and the creation of positive memories.
Implication for Future:
The travel industry will likely see a significant shift towards investing in and developing destinations centered around "Live Tourism" with a focus on creating unique and compelling experience-based offerings.
Technology will play an increasingly important role in enhancing and personalizing these experiences from interactive attractions to personalized recommendations and seamless booking processes.
Collaboration between different sectors (tourism, entertainment, sports, culture) will be crucial for success as destinations strive to create a cohesive and comprehensive "Live Tourism" ecosystem.
Consumer Trend:
Name: Experience-Driven Travel
Detailed Description: Travelers are increasingly prioritizing unique and memorable experiences, particularly those involving active participation and engagement, over traditional sightseeing, valuing memories and personal growth.
Consumer Sub Trend:
Name: Playful Exploration
Detailed Description: The growing desire among travelers, especially younger generations, to incorporate elements of fun, entertainment, sports, and cultural activities into their trips, seeing travel as an opportunity for recreation and enjoyment.
Big Social Trend:
Name: The Experience Economy
Detailed Description: Society as a whole is shifting towards valuing and spending on experiences rather than just material possessions, impacting how consumers allocate their resources and leisure time.
Worldwide Social Trend:
Name: The Global Rise of Experiential Tourism
Detailed Description: Across the world, destinations and travel companies are recognizing and catering to the increasing demand for experience-based travel, leading to a diversification of tourism offerings globally.
Social Drive:
Name: The Pursuit of Happiness and Well-being Through Experience
Detailed Description: Individuals are seeking out travel experiences that contribute to their overall happiness, well-being, and personal enrichment, recognizing the positive impact of travel on their mental and emotional states.
Learnings for brands to use in 2025:
Recognize the paramount importance of creating and investing in "Live Tourism" experiences to attract modern travelers, understanding that experiential offerings are now a primary driver of destination choice.
Understand the specific preferences of younger generations who are driving the demand for experiential travel, tailoring your offerings to their interests in active participation, unique moments, and shareable experiences.
Emphasize the emotional and memorable aspects of travel experiences in marketing and development strategies, focusing on how travelers will feel and what they will remember long after their trip ends.
Strategy Recommendations for brands to follow in 2025:
Invest in developing diverse and high-quality entertainment, sports, and cultural attractions that appeal to a wide range of interests and actively involve visitors, creating opportunities for participation rather than just observation.
Foster collaborations between tourism boards, event organizers, and local communities to create authentic and engaging experiences that showcase the unique culture and offerings of your destination, ensuring a genuine and immersive encounter for travelers.
Utilize data and technology to personalize travel experiences and cater to the specific preferences of individual travelers, leveraging insights to recommend relevant activities, customize itineraries, and enhance their overall journey.
Final sentence (key concept) describing main trend from article and what brands & companies should do in 2025 to benefit from trend and how to do it: The prioritization of "Live Tourism" signifies a crucial shift in the global travel industry, urging brands and destinations in 2025 to strategically invest in and develop diverse, engaging, and experience-centered offerings to cater to the evolving preferences of modern travelers and secure sustainable growth by focusing on creating memorable moments and opportunities for active participation.
Final note:
Core Trend: Prioritization of Experiential "Live Tourism"
Detailed Description: The global travel industry is increasingly prioritizing investment and development in tourism centered around active participation in entertainment, sports, and cultural experiences, driven by evolving traveler demands.
Core Strategy: Invest in Entertainment, Sports, and Cultural Experiences
Detailed Description: Travel brands and destinations should strategically allocate resources towards developing and enhancing attractions and activities within the realms of entertainment, sports, and culture to align with the "Live Tourism" trend.
Core Industry Trend: The Rise of Experience-Centric Travel
Detailed Description: The fundamental shift in traveler preferences from passive sightseeing to active engagement in immersive experiences is reshaping the entire travel industry.
Core Consumer Motivation: Seeking Active Participation and Memorable Moments
Detailed Description: Modern travelers, particularly younger generations, are primarily motivated by the desire to actively participate in unique and memorable experiences that contribute to their happiness and well-being.
Final Conclusion: The global travel industry is undergoing a significant transformation with "Live Tourism" at its forefront, making it imperative for destinations and travel companies to embrace an experience-centric approach to attract and satisfy the evolving needs and desires of today's travelers, ensuring long-term success and sustainability.
Core Trend Detailed description:
The Prioritization of Experiential "Live Tourism" in Global Travel Investment Strategies describes a significant shift in the global travel industry where investments are increasingly directed towards destinations and attractions that offer engaging and immersive experiences centered around entertainment, sports, and culture. This strategic focus is driven by a growing understanding that modern travelers, particularly younger generations, are prioritizing active participation and memorable moments over traditional, passive forms of tourism. The development of destinations where "play" is a central element is becoming key to ensuring sustained tourism demand and maximizing economic impact for investors and local communities alike.
Key Characteristics of the Trend (summary, detailed description):
Summary: Global travel investment is prioritizing destinations offering entertainment, sports, and cultural experiences.
Detailed Description: The core characteristics include a strategic focus on developing attractions and infrastructure that support active participation in entertainment, sports, and cultural activities. This involves creating venues and events that draw visitors and offer immersive experiences. A key element is the understanding that younger generations are driving this demand, leading to investments that cater to their preferences for engagement and memorable moments over traditional sightseeing.
Market and Cultural Signals Supporting the Trend (summary, detailed description):
Summary: Research shows younger travelers prioritize "play," and travel executives are keen to invest in related destinations.
Detailed Description: Market research indicates that over 90% of travelers aged 44 and younger believe participating in entertainment, sports, and cultural activities is crucial for their travel happiness. Furthermore, over 75% report these experiences have become more central to their travel plans in recent years. Projections suggest that Millennials and Gen Z will dominate hotel occupancy by 2030. Notably, a large majority of travel executives (93%) agree on the growing importance of these destinations, with 84% expressing excitement about investing in them.
How the Trend Is Changing Consumer Behavior (summary):
Summary: Travelers are choosing destinations based on experiences rather than just locations.
Detailed Description: This trend signifies a fundamental shift in how consumers approach travel planning. Instead of first selecting a place and then looking for things to do, younger travelers, in particular, are now prioritizing the types of experiences they desire (e.g., attending a major sporting event, experiencing a unique cultural festival) and then choosing a destination that offers those specific activities. This "experience-first" mentality is reshaping the traditional tourism funnel.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary)):
Summary for Brands and CPGs: Opportunities for sponsorships and partnerships with destinations focused on "play." Retailers can target travelers seeking specific event-related merchandise. Consumers will have more options for active and engaging travel experiences.
Detailed Description for Brands and CPGs: Brands in areas like sports apparel, entertainment merchandise, and even food and beverage can find significant opportunities through sponsorships and partnerships with destinations and events centered around "Live Tourism." These partnerships can offer direct access to a highly engaged audience actively participating in their passions.
Detailed Description for Retailers: Retailers, both online and in physical locations near "Live Tourism" destinations, can benefit by stocking merchandise and products that cater to travelers attending specific events or seeking related goods. This includes sports team gear, concert merchandise, and culturally relevant items.
Detailed Description for Consumers: Consumers, particularly younger generations, will gain access to a wider variety of travel options that cater to their desire for active participation and immersive experiences. Destinations will be more focused on providing engaging and memorable activities beyond traditional sightseeing, leading to more fulfilling and enjoyable trips.
Strategic Forecast:
The emphasis on "Live Tourism" is projected to intensify as younger generations become the dominant force in the travel market. Investments in infrastructure, attractions, and events centered around entertainment, sports, and culture are expected to rise globally, leading to the development of new and enhanced destinations focused on providing these types of experiences. This trend will likely drive innovation and collaboration within the travel industry to meet the evolving demands of experience-seeking travelers.
Final Thought:
The global travel industry is strategically prioritizing "Live Tourism" to cater to the evolving preferences of travelers, especially younger generations, by investing in destinations that offer vibrant entertainment, exhilarating sports, and enriching cultural experiences, recognizing the significant potential for economic growth and the enduring value of creating memorable and participatory journeys.
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