The Rise of Live Tourism: How Shared Experiences Shape Us

Live tourism is growing, offering travelers the chance to engage in shared, real-time experiences that foster deeper connections and cultural understanding. This trend is transforming the travel landscape by emphasizing collaboration, immersion, and community over traditional sightseeing. By prioritizing collective experiences, live tourism is shaping the future of travel, enriching both the visitors and the destinations they explore.

Traveling for music, sports, and natural wonders creates powerful shared experiences that connect people worldwide, and we call this Live Tourism. In today's world, where we are simultaneously hyper-connected and deeply fragmented, live tourism offers a means of reconnection. It focuses on reclaiming the joy of shared, in-the-moment human experiences, transforming travel from a solitary escape to a communal celebration.

Live tourism encompasses travel to witness live events, such as the Olympics, music festivals, or natural phenomena like solar eclipses. Beyond personal enjoyment, it generates economic growth, fosters cultural exchange, and strengthens geopolitical influence.

Live Tourism: A Tale as Old as Time
While travel for live events has existed for millennia—like the ancient Greek Olympics or religious pilgrimages—modern live tourism has evolved significantly, powered by technology and globalization. It’s now a key driver for destination choices, creating a sense of urgency to visit specific places. A destination that could be on your list but might not seem urgent suddenly becomes a must-visit event when there’s a live event happening.

Examples include Taylor Swift’s Eras Tour, which became an economic phenomenon revitalizing local businesses, and the T20 Cricket World Cup, which showcased cricket’s growing influence in North America. Sports tourism alone was valued at $564.7 billion in 2023 and is expected to grow to $1.33 trillion by 2032, while music tourism is forecast to hit $13.8 billion in the next decade.

Cities: The Epicenters of Live Tourism
Cities, with their infrastructure, cultural offerings, and accessibility, have become the hubs for live tourism. Places like Madison Square Garden and Coachella illustrate how urban centers can transform live events into cultural landmarks. The preparation for major events often leads to urban transformation—Barcelona’s 1992 Olympics modernized the city, while Paris’s plans for the 2024 Olympics emphasize sustainability.

Case Studies: The Power of Live Tourism

• Las Vegas and The Sphere: Las Vegas, long known for its entertainment, has evolved into a global hub for live experiences. The Sphere, an immersive concert venue, exemplifies how live tourism redefines event engagement.
• Qatar’s FIFA World Cup: The 2022 World Cup in Qatar was a prime example of using live tourism for geopolitical gain, boosting the nation’s global profile and economic efforts.
• T20 Cricket World Cup: Hosting this event demonstrated the untapped potential of cricket in North America, solidifying its place as both a sport and a cultural phenomenon.

The Economic Powerhouse of Live Tourism
Live tourism isn’t just about creating unforgettable moments; it’s a significant economic driver. Events generate immediate revenue through ticket sales, hotels, food, and transportation. Taylor Swift’s concert “economy” gave a considerable boost to local businesses. The effects of live tourism extend beyond the events themselves, with investments in infrastructure and global visibility leaving long-lasting impacts.

Countries like Saudi Arabia are using live tourism to bolster their international standing, as part of its Vision 2030 strategy, while India has utilized events during its G20 presidency to showcase its global influence.

Sector Impact of Live Tourism

• Airlines and Airports: Major events trigger surges in air travel, with airlines expanding routes and aircraft. Premium services like chartered flights also create opportunities for extra revenue.
• Ground Transportation: Increased demand for taxis, ride-sharing, and public transit leads to infrastructural investments that benefit both visitors and residents.
• Hotels and Rentals: Live events drive hotel occupancy rates near 100%, with some locations seeing price surges up to 500%. Airbnb and other platforms have capitalized on proximity packages.
• Food and Beverage: Local restaurants often see spikes in business, creating special menus to reflect the event.
• Retail: Merchandise sales tied to live events see massive upticks, especially in areas near the event venues.

Technology and the Future of Live Tourism
Technology is revolutionizing live tourism. Platforms like GetYourGuide and Klook simplify planning, while virtual reality (VR) and augmented reality (AR) enhance live experiences. Digital ticketing and live streaming extend the reach of events to a global audience, ensuring inclusivity for those who can’t attend in person.

Challenges Facing Live Tourism
Despite its benefits, live tourism has challenges:

• Sustainability: Large events can overwhelm local environments, causing waste and increased carbon footprints. Balancing economic and environmental concerns is key.
• Overtourism: A sudden influx of visitors can overwhelm local communities, raising living costs and potentially damaging cultural landmarks.
• Accessibility: High ticket prices and travel costs often limit who can participate, making inclusivity a significant hurdle.
• Cultural Commodification: There is a risk of oversimplifying or altering local cultures to cater to tourists' expectations.

The Aftermath of Live Events: Sustaining Momentum
While live events can be transformative for tourism, their impact can be short-lived if not managed correctly. High-profile events like the G20 in India and the FIFA World Cup in Qatar have faced challenges in maintaining long-term visibility. The key is to leverage the momentum from major events to sustain interest through follow-up events, branding, and community integration.

Avoiding the Post-Event Pitfall
Host cities should prioritize strategies that capitalize on an event’s momentum:

• Develop a calendar of annual events to keep interest alive.
• Invest in consistent marketing to reinforce the destination’s appeal.
• Convert event venues into community spaces to ensure they continue to serve the local population.
• Collaborate with the private sector to create long-term campaigns.
• Ensure new infrastructure benefits the local community and continues to attract visitors.

The Experiential Economy and Why Live Tourism Matters
In today’s economy, experiences are more valuable than material goods. Live tourism encapsulates this shift, offering memories that last long after the event. It strengthens connections, boosts economies, and fosters cultural exchange. If done right, live tourism can evolve from a trend to a key element of global tourism, reminding us of the power of shared human experiences in uniting people worldwide.

For questions or comments write to writers@bostonbrandmedia.com

Source: Skift‍