The events industry is a strong driver of travel growth, new research confirms
The events industry is increasingly influencing travellers' decisions and driving growth in tourism. According to a new company research Arrival, Events are one of the key reasons for travellers when choosing a destination in Europe and the United States. Similar trends are also confirmed by data from American National Travel and Tourism Office, which show that FIFA World Cup 2026 is already having a positive impact on hotel bookings in the USA.
The Arrival survey was conducted among 2,400 event attendees in the US, France, Germany, Spain and the United Kingdom. The results show that sporting events are the main motivation for travel for the majority of respondents, while the performing arts are particularly important to audiences over the age of 55. For as many as 40% of Europeans aged 18 to 34, concerts, festivals and sporting events are a 'major factor' when choosing a destination. In the same age group in the US, this share rises to 50%.
When it comes to spending, older millennials and Generation X spend the most in the US, averaging around $380 per event. In Europe, however, Generation Z and younger millennials lead, with an average spend of around €220 per event. According to Douglas Quinby, CEO and co-founder of Arival, there's a clear shift happening in how people plan travel – the experience is no longer an add-on to an itinerary, but the main reason for travelling.
For tourism professionals, this means a need to adapt products and sales channels. Currently, only a quarter of event visitors buy tickets through tourism websites. Better integration of ticket sales into booking platforms and tourist guides could simplify the user experience and increase conversions.
The importance of events is particularly evident in the USA, where the general decline in demand in some regions is being mitigated precisely thanks to bookings related to the 2026 World Cup. While some cities are experiencing price and demand growth, others are still awaiting a stronger effect.
Further impetus is coming from the world of music. The research published by Live Nation It shows that 70 per cent of respondents consider going to a concert a better form of entertainment than other experiences, especially if it involves travelling. With major international tours by artists such as Ariana Grande, Lady Gaga, Ed Sheeran i The Weeknd During 2026, the synergy of tourism and music events will open up additional opportunities for destinations, agencies, and organisers.
For the tourism industry, the message is clear: events are no longer a side attraction, but a key tool for attracting guests and developing competitive destinations.
