Tourism Event Market Report 2026

The tourism event market size has grown steadily in recent years. It will grow from $1.78 trillion in 2025 to $1.85 trillion in 2026 at a compound annual growth rate (CAGR) of 3.8%. The growth in the historic period can be attributed to expansion of international tourism activities, rising popularity of cultural and festival tourism, growth of destination branding initiatives, increasing government support for tourism promotion, development of large-scale event infrastructure.

The tourism event market size is expected to see steady growth in the next few years. It will grow to $2.14 trillion in 2030 at a compound annual growth rate (CAGR) of 3.8%. The growth in the forecast period can be attributed to increasing demand for immersive visitor experiences, rising investments in smart tourism infrastructure, expansion of experiential and themed events, growing use of digital marketing for tourism events, increasing focus on sustainable tourism development. Major trends in the forecast period include increasing adoption of hybrid and virtual tourism events, rising focus on cultural immersion experiences, growing use of digital ticketing and registration platforms, expansion of sustainable event management practices, enhanced use of data-driven visitor engagement tools.

The increasing government investment is expected to drive growth in the Tourism Event market going forward. Government investment refers to the allocation of public funds by national, regional, or local authorities into infrastructure, programs, and promotional activities to stimulate economic development and enhance public services. The rise in government investment is fueled by policymakers’ recognition of the economic, cultural, and community benefits that tourism events generate, resulting in expanded funding and grants to support such activities. Tourism events leverage this investment by securing financial backing that enables larger, more frequent, and better-resourced events, attracting visitors, extending stays, and enhancing destination branding. For instance, in February 2024, according to the Government of British Columbia, a Canada-based provincial government agency, the B.C. government supported the tourism sector with $30 million in February 2023 to fund 1,172 events across 184 communities. Therefore, increasing government investment is driving growth in the Tourism Event market.

Key players in the tourism events market are focusing on digitally advanced event planning solutions, such as event apps, to ensure seamless organization and coordination of tourism or hospitality events. An event app is a software application designed to optimize event planning, management, and participant experience through features like scheduling, registration, and real-time engagement tools. For example, in November 2023, Simpleview, a US-based provider of CRM, CMS, website design, and digital marketing software, launched the Eventsforce mobile app. The app offers a cost-effective solution for tourism event organizers, enhancing attendee engagement with gamification features, integration with major AMS/CRM and event management systems, mobile and desktop access, and advanced QR code scanning capabilities.

In June 2024, Reed & Mackay Travel Limited, a UK-based corporate travel and events company, acquired Regent International S.R.L for an undisclosed amount. Through this acquisition, Reed & Mackay aims to expand its presence in one of Europe’s largest business travel markets and leverage Regent International’s local expertise to enhance service offerings for multinational corporate travel and events clients. Regent International S.R.L is an Italy-based travel and event management firm with offices in Rome and Milan and extensive sector experience.

Major companies operating in the tourism event market are TUI Group, Live Nation Worldwide Inc., Carnival Corporation & plc, Reed Exhibitions, Royal Caribbean Cruises Ltd., CWT Global B.V., Airbnb Inc., BCD Group International BV, Informa Markets, American Express Global Business Travel, ATPI Ltd., GL Events, Maritz Holdings LLC, Messe Frankfurt, Cvent Holding Corp., Emerald Expositions, Kuoni Group, Eventbrite Inc, ITE Group, Comexposium, Cox & Kings Ltd., Tarsus Group, Riviera Events, Wizcraft Entertainment, Event Planet, Disney Destinations LLC, TicketWeb.

North America was the largest region in the tourism event market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the tourism event market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the tourism event market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The tourism event market includes revenues earned by entities by providing services such as event planning and management, catering and food services, retail and merchandise, and transportation services. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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