event based tourism

What is event tourism and why is it important?

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Event tourism is big business- read on to find out what event tourism is and why it is so important.

What is event tourism?

Types of events, benefits of events tourism, limitations of event tourism, sporting event tourism, music event tourism, entertainment event tourism, business event tourism, the hotel industry, the transport industry, the hospitality industry, the advertising industry, event tourism- further reading.

Event tourism is essentially any tourism that relates to events. Events come in all shapes and sizes- they can be large scale events or small events, private events or public events.

Event tourism can bring a lot of money into the host community, making it a valuable contributor to the tourism economy.

Traditionally, events have always been viewed as being part of the tourism industry, however that has been slowly changing in recent years, with many people recognising the event industry as an industry in its own right. In fact, it has become so separated that many universities now offer event management degrees that are totally separate from travel and tourism !

There are different types of events that happen around the world and these often fall under different types of tourism . I have written a detailed article on the major types of events , but for now, here is a brief breakdown-

• Business events
• Sporting events
• Recreation events
• Local interest events
• Entertainment
• Celebrations
• Social enterprise events
• Conferences
• Promotional events
• Exhibitions

Event tourism is hugely beneficial to the tourism industry because it bring in money!

Events attract people and people spend money- people need a place to stay and somewhere to eat. Events also create jobs- someone needs to build the venues, there needs to be security working on the door and a customer service agent selling tickets. The events industry contributes to many of the jobs in travel and tourism .

Events can also help to put destinations on the world map. You may never have heard of a place before but if they host a big event, especially if it is a global event like the Football World Cup or the Olympics, then people all over the world will learn about the destination! This can often have long lasting effects and can even be a catalyst for the start of a booming travel and tourism industry.

With large amounts of visitors to a destination, however, there are bound to be some negative impacts too. Events can bring many unwanted social impacts of tourism and environmental impacts of tourism . It can also encourage economic leakage in tourism . There are sadly many negative impacts of event tourism as: the increased cost of living, traffic congestion, crowding, crime, property damage, pollution, deterioration of natural, cultural or historical resources and other various forms of discomfort experienced by residents or local businesses.

There are many specific examples of where event tourism has led to negative issues. For example, during the construction of the Olympic village for each 4-yearly Games, there have been many recorded fatalities. 14 people died building the Olympic village for the 2004 games in Athens – and seventy people lost their lives during the construction of the Olympic village for the Russian Winter Olympics. The huge levels of tourism associated with the Games mean that a lot of work goes into ensuring the stadiums, accommodation and fan zones are built to a high standard. However, this doesn’t always correspond with worker safety.

Another example is living in Wimbledon during the tennis championships. Everything about life is made a little bit more difficult due to the heavier-than-normal traffic, the long queues everywhere you go, an inability to book restaurants or access public transport and so on. This overcrowding is typical of event tourism, and it is one of the downsides for people living in areas affected by large events.

Examples of event tourism

There are so many examples of event tourism which we can look at. You can read about some of them below…

With sports, many people support teams or clubs based in or near their hometown – so for league games, sport is unlikely to generate a LOT of tourism , though there will be some. But for cups and championships, as well as large competitions or sports where the same people or teams compete in different places, there will be a lot of tourism generated from fans who are required to travel to watch it live.

Little to no event tourism:

• League and cup matches at home grounds

Large amounts of tourism:

• Cup finals at neutral venues
• International sporting competitions e.g The Olympic and Commonwealth Games
• International championships e.g Wimbledon or the US Open (Golf)
• Sports where the venue changes e.g Formula 1

When it comes to music events, there are also different levels of tourism.

Little to no tourism:

• Tours where the artist is playing in so many cities that generally people won’t need to travel far to see them
• Short tours with only a few locations
• Music festivals e.g Reading and Leeds Festival

Other entertainment events such as Comic Con and other conventions, food shows, flower shows and so on tend to be in one set location each time. This means they generate a lot of tourism as most people will need to travel if they want to attend.

Similarly to entertainment events, business events tend to be in one place. A conference will take place in a specific venue in a specific city, for example, and attendees will need to travel to get there. This obviously generates event tourism as people use transport and book places to stay.

Impacts of event tourism on different industries

The rolling impact of an event touches every part of the tourism industry, which you can read about below through specific examples.

Accommodation is highly in demand for any event. It is usually not just locals who attend an event – unless it is something small-scale like a village fair, which does not generate event tourism per se. But for football games, music festivals and so on, hotels and Airbnbs in the surrounding area get booked up super quickly.

The example I will use here is the Champions League Final in Kyiv in 2018; hotels were like gold dust even before it was decided which two teams would be battling it out for the title. Prices were hiked, and people who had booked before the location of the final was actually confirmed (e.g people who were visiting Kyiv for other reasons) saw their booking cancelled to make way for football fans travelling from Liverpool and Madrid. This was obviously beneficial for hotel owners. It was also beneficial for locals in Kyiv, however, who were able to open up their homes as temporary accommodation for travelling fans.

Transport is affected in that when an event is taking place, there are a lot more people travelling to and within the area via public transport.

If we take the specific example of Oktoberfest in Germany, an annual beer festival, we can see that flight prices to these areas are more expensive in the lead up to it. On top of this, trains within the area are getting booked up already – and smaller local public transport which can’t be booked in advance will see a busier-than-normal time.

It stands to reason that when an event is taking place, people will use public transport especially if there is little or no parking at the venue. Events create congestion, which is one of the negatives discussed earlier in this post. But Oktoberfest also creates a lot of revenue for hotels, bars, restaurants and shops!

Working in hospitality is often a thankless job – and during large events it can be even more difficult as bars, cafes and restaurants fill up with visitors.

Using the specific example of the London Olympics in 2012, there were streams of visitors to the city who each spent an average of around £1300 during the Olympic period. Restaurants, cafes and food outlets were full of tourists ; many wanted quick service, and there were of course foreign languages for the staff to contend with.

All in all, jobs seemed harder during this period but there was not actually an increase in revenue. This article explains how and why the restaurant, hotel and pub industry saw a £55 million loss in revenue during the London Olympics… The Games were, however, a big deal for tourism generally. The ONS stated that visitor numbers were up by 2.63m and visitor spending reached a whopping £1.9 billion. This has had a lasting impact over the past decade with visitor numbers remaining high.

Of course, event tourism brings with it a lot of marketing. When there is an event, it needs to be advertised.

Let’s take, for example, the annual music festival Coachella. This is big business, with visitors coming from worldwide to enjoy seeing their favourite artists in sunny California . Like any festival, however, it needs to be advertised. A lot of their marketing is digital – primarily across Instagram and Twitter. However, this still costs money and people are employed to do this across different levels: from the people who write the Tweets to the staff at Twitter itself. Other marketing like posters, billboards and so on have costs involved too. Whether it’s a page in a magazine or a slogan on the side of a bus, event tourism undoubtedly has a massive impact on the marketing industry.

If you enjoyed this article on event tourism, I am sure that you will love these too-

• What is a Travel Influencer? How to become a Travel Influencer
• What is special interest tourism and why is it so popular?
• What is alternative tourism and why is it growing so fast?
• Tourism demand determinants- made simple

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Exploring Event Tourism: The Ultimate Guide to Understanding Its Significance

By eventswow.

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Event tourism is one of the fastest-growing tourism sectors around the world. As the popularity of events continues to grow, so does the demand for knowledgeable and expert event tourism professionals. In this blog post, we will provide you with the necessary information to understand event tourism and its significance. We will discuss the different types of event tourism, their origins, and the benefits they offer. Additionally, we will provide you with a guide to choosing the right event for you and tips on how to make the most of your event tourism experience. By understanding event tourism, you can enjoy a unique and exciting experience without having to worry about the logistics. So stay tuned, because, in this blog post, we are going to explore everything you need to know about event tourism!

What is event tourism?

Event tourism is the fastest-growing tourism sector in the world. It refers to tourism that is derived from events, such as concerts, sporting events, conventions, and exhibitions. It has become a popular way to experience new locations and cultures.

Event tourism offers a unique opportunity to connect with people from all over the world. It can also be a great way to make money. By attending events, you can earn money by selling tickets, merchandise, and services. You can also make money by being a host or organizer of an event.

Event tourism is growing rapidly because it is a cost-effective way to travel. You can travel to new locations without having to spend a lot of money. You can also travel to locations that you would not be able to visit otherwise.

What are the benefits of event tourism?

Event tourism has become a booming business in recent years. This type of tourism is defined as tourism that takes place during special events, such as conventions, trade shows, sporting events, and concerts. Not only are these events exciting and entertaining, but they also provide a unique opportunity for travelers to experience different parts of the world.

There are a number of reasons why event tourism is becoming so popular. For starters, these types of events tend to be much more affordable than traditional tourism destinations. Additionally, event tourism offers a unique opportunity to see a destination in a way that is not normally possible. For example, attend a trade show in China and you’ll be able to see some of the most iconic brands in the world.

There are also a number of benefits to staying in a destination while attending an event. For example, you’ll be able to get a sense of the local culture and learn about the local cuisine. Additionally, you’ll be able to experience the city in a new way and make connections with locals that you may not have otherwise.

If you’re interested in exploring event tourism, then you’ll want to read our guide to understand its significance. In this guide, we’ll provide you with everything you need to know about event tourism and its potential benefits.

What are the challenges of event tourism?

Event tourism has been on the rise for years and it’s only going to continue to grow. In this article, we’ll explore some of the challenges of event tourism and how to overcome them.

Some of the key challenges of event tourism include the following:

1. High investment cost

2. Complexity of event planning

3. Limited availability of quality venues

4. Scalability of event tourism

5. Lack of awareness about event tourism

6. Lack of infrastructure

7. Lack of skilled manpower

In order to overcome these challenges, it’s important to have a well-thought-out plan and to have the right resources in place. Additionally, it’s essential to promote event tourism in order to create awareness and attract tourists.

Why is it so popular?

Event tourism has been growing in popularity over the past few years, and for good reason! It offers a unique experience that can’t be found anywhere else. Here are a few reasons why event tourism is so important:

Event tourism is a great way to boost the economy. When tourists come to your city to attend an event, it creates jobs and revenue for the businesses and restaurants that are in the area.

Event tourism is a great way to promote city pride. When tourists come to your city to attend an event, it shows off your city in a positive light and can help to attract new businesses and residents to the area.

Event tourism is a great way to increase tourism. When tourists come to your city to attend an event, it increases the number of people who visit your city and spends money on your local economy.

How can event tourism be managed?

Event tourism is an industry that is growing by leaps and bounds, and it is no wonder why. It offers a unique experience that cannot be found anywhere else. Whether you are a tourist or business owner, understanding the importance of event tourism is essential.

Event tourism is any tourism that takes place due to an event. Whether it’s a music festival, a sporting event, or a convention, event tourism is on the rise and it has a lot of benefits for both the tourist and the economy.

The first benefit of event tourism is that it creates jobs. This is not only true for the tourism industry but also for the catering and retail sectors. Event tourism is a huge industry and it benefits everyone who is involved.

The second benefit of event tourism is that it boosts the economy. When people come to a destination to attend an event, they spend money. This money is spent in the local economy and it stimulates the economy. Not only does this boost the local economy, but it also creates more jobs.

Event tourism also has a positive impact on the environment. When people attend an event, they usually stay at the destination for a longer period of time. This means that they are not spending their money on transportation, and they are not spending their money on hotels. This has a positive impact on the environment because it reduces the amount of pollution that is produced.

How can event tourism be developed?

Event tourism is an industry that is growing at an exponential rate, with new opportunities being created every day. As events become more and more popular, event tourism is becoming a viable option for many businesses. This is due in part to the fact that event tourism is a very affordable way to bring in new customers and generate additional revenue.

When exploring event tourism, it’s important to first understand its significance. Event tourism is the tourism of events. It refers to the travel of people to attend events, whether they are local or international events.

There are a number of benefits to event tourism. For businesses, event tourism can be a very cost-effective way to bring in new customers and generate additional revenue. Not only is it a great way to boost your image, but it’s also a great way to build relationships with new customers.

Event tourism can also be a very lucrative business. In some cases, event tourism can be more lucrative than traditional tourism. For example, some businesses have found that they can generate more revenue from event tourism than they can from traditional tourism.

What are the future trends of event tourism?

Event tourism has been on the rise for a few years now and there are plenty of reasons for it. The recent recession has definitely played a part in this as people have been looking for ways to save money and enjoy the things they love at the same time.

Another reason event tourism has been on the rise is because of the way technology has been changing. With the proliferation of smartphones and tablets, people are more inclined to take pictures and videos of their experiences and post them online. This not only helps promote the event but also attracts other tourists who are looking for new and exciting destinations to visit.

Event tourism is quickly becoming one of the most important sectors in the travel industry. As the world becomes ever more connected, people are looking for opportunities to explore new and different cultures. This has led to the growth of event tourism, which is now one of the most popular tourist destinations around the world.

In this article, we will explore the importance of event tourism and provide you with a guide to understanding its significance. We will also provide you with tips on how to maximize your event tourism potential. Finally, we will provide you with a conclusion outlining the key points covered in this article.

Event tourism has a number of benefits for businesses and consumers alike. For businesses, event tourism can be a great way to attract new customers and boost revenue. For consumers, event tourism can be a great way to explore new and different cultures.

We hope you enjoyed our blog post exploring event tourism. Event tourism is a growing industry, and it’s important to understand its significance in order to capitalize on its potential. In this post, we outlined the different types of event tourism, as well as the benefits and challenges of each. We also provided a few tips on how to maximize the benefits of event tourism for your business. Thanks for reading, and we hope you’ll join us on our upcoming event tourism adventures!

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What is events tourism mean: Definition, evolution, and research

Related Papers

Tourism management

Gunka IsmyLova

sonia amrizal

Edited by two leading scholars in the field, this is the first title in a new Routledge Major Works series, Critical Concepts in Tourism. It is a four-volume collection of canonical and cutting-edge research in event tourism. The origins of event tourism as a topic of serious academic interest are comparatively recent. The subject is largely a postwar development which began especially to unfold in the 1970s, not least in response to a growing interest and recognition of the potential value of events to economies, societies, and their cultures, as well as to environmental regeneration. In part, the continued evolution of the subject has arisen from the development of convention and exhibition management as cognate areas but, through time, policy-makers, planners, and destination managers became aware of the potentially significant and wide role of events in specific localities, ranging in scale from the Olympic Games to community festivals. Event tourism is now a vibrant and dynamic field of study and research, and the sheer scale of the growth in its output makes this Routledge collection especially timely. A wide range of social-science journals have published material about event tourism and this new Major Work makes available foundational pieces of scholarship—as well as cutting-edge research—from these disparate, and sometimes less accessible sources, as well as from the leading UK, European, and North American tourism journals, and from other hard-to-find publications. As well as bringing together the key studies and journal articles that have shaped serious thought about event tourism, the collection will be welcomed as the first mapping of an area that to date has lacked an interdisciplinary synthesis. The thematic organization of the collection, together with the editors' introductions and their commentaries on the collected texts, will make sense of the wide range of approaches, theories, and concepts that have informed event tourism, and will review the history of the subject and the rise of its identity and research agenda. It is an essential collection destined to be valued as a vital research resource by all scholars and students of the subject.

Paulo Duarte

In the last decades, the effect of globalization on world tourism has led to increased competition between destinations in search for the optimal positioning. In this scenario events have become an essential element in the tourism development of destinations, attract visitors, encourage investment, improve image and boost the local economy. This article’s main objective is to expand the knowledge of this phenomenon from a theoretical and conceptual viewpoint based on an extensive review of the literature. The findings help to strengthen and synthetize the basic knowledge on events, the influence on destination image and positioning strategies, being valid for both researchers and destination managers.

Event Tourism and Cultural Tourism

Larry Dwyer

Sonja Zlatanov

IAR Consorium

IARCON Journals

The social sub-areas of leisure and tourism not only have similarities in their origins, but also similar motives for pursuing them. The increasing interest of the population in both areas as well as the urge for experiences and adventures and the change from a material-to a post-material-oriented society, finds its satisfaction in leisure time as well as in tourism. Due to the new experience society, events in tourism are becoming more and more important in order to offer something artificial, short-term and special in addition to the permanent, long-term tourist offer. The aim of this study is to make a comprehensive inventory of the relationship between leisure, tourism and events in order t o create recommendations for action. The method used in this study was a review of the relevant literature. In analysing various research findings, it was discovered that in the past, leisure time served to regenerate, to restore one's full working capacity. Today it is the other way round, work and its accompanying wages are needed to finance leisure time and to achieve and maintain economic security. As a result, the use of leisure time becomes the purpose of life, people no longer define themselves exclusively by the job they do and the work they have done, but also seek success and recognition through the experiences they have in their leisure time. People find the self-experience they are looking for in their leisure time. They contribute several elements to the emergence of tourism through their complex and comprehensive synergy. Holidays and travel remain one of the most important leisure activities for citizens. T he experience orientation and the increasingly lifestyle-oriented society point to a positive future for tourism. Due to the new experience society, events are becoming increasingly important in tourism. Events are crowd pullers. T hey are an important touristic and economic factor for cities and regions-but only if they convince through perfectly staged worlds of experience and high entertainment value. Factors that have had an impact on tourism and its development can be summarised as follows: social development and the resulting change in values, the general increase in leisure activities, and the increase in tourism-motivated travel.

Frederic Dimanche

Yona Dalonso

DR. Andriani Kusumawati

The importance of events for urban development is discussed by many experts. This paper emphasizes the event tourism industry and its impact on the economy and local communities. In this article, some cases from the literature of event tourism and their findings were reviewed. This paper examines the important factors affecting the role of event tourism and its progress and prospects for the tourism and hospitality industry. Specifically, this paper aims to investigate the importance of tourism events to promote urban development. A model is proposed based on the concept of shared economy as well as shared values related to the tourism and hospitality industry. The overall conclusion is that city events affect the host community primarily by increasing the sharing economy. The cash addition is important but not at the level that could trigger city development. Thus, the impact on the local people must be central to event management for promoting destination development. Further rese...

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Tourist’s rational and emotional engagement across events: a multi-event integration view

International Journal of Contemporary Hospitality Management

ISSN : 0959-6119

Article publication date: 9 June 2021

Issue publication date: 9 August 2021

The purpose of this study is to investigate and compare the role of communication, structural and intangible elements on both tourists’ rational and emotional engagement across five different types of events (nature, gastronomy, religion, theatre and music).

Design/methodology/approach

Responses from 1,528 tourists were obtained through a face to face questionnaire in five heterogeneous events in the Spanish region of Extremadura, a well-known cultural tourism destination. Linear regressions were used to evaluate focal constructs’ contribution (emotional and rational engagement, formal and informal communication and structural and non-structural elements) on tourists’ engagement across events.

The results revealed that tourist’s rational and emotional engagement depends on the type of event. Non-structural elements seem to be important for rational and emotional engagement for gastronomic and cultural events. Besides the impact of structural elements on rational engagement, all other factors seem to have a mixed influence. Therefore, practitioners must select the factors to highlight according to the type of events, besides structural factors.

Practical implications

The current results allow tourism managers to understand the mechanisms for tourists’ engagement in a multi-event scenario to strategically select and use and communicate each type of appeal when planning and communicating events to specific target audiences.

Originality/value

Unlike most studies that focus on a single event or typology, this study combines a set of heterogeneous events to provide a complete picture of tourism engagement for the tourism sector.

• Tourism management
• Emotional engagement
• Destination communication
• Events tourism
• Rational engagement

Folgado-Fernández, J.A. , Duarte, P. and Hernández-Mogollón, J.M. (2021), "Tourist’s rational and emotional engagement across events: a multi-event integration view", International Journal of Contemporary Hospitality Management , Vol. 33 No. 7, pp. 2371-2390. https://doi.org/10.1108/IJCHM-09-2020-1098

Emerald Publishing Limited

Copyright © 2021, José A. Folgado-Fernández, Paulo Duarte and José Manuel Hernández-Mogollón.

Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

Tourism based on events’ celebration seeks to create and develop events to attract tourists, promote places and nurture emotional and rational engagement. Thus, it is expected that the event can be positively related to the territory where it is held ( Getz and Page, 2016 ). Tourism events based on local culture, traditions and resources have an additional appeal and value because of their authenticity, as they can provide attendees with a unique and memorable experience ( Jiang and Chen, 2019 ). Events have become an efficient instrument in promotional campaigns of destination tourism ( Brennan‐Horley et al. , 2007 ). Its value is even more relevant in small towns, where events and festivals often significantly contribute to the economic development and infrastructure improvement ( Gibson and Connell, 2016 ), to increase business activity ( Pickernell et al. , 2007 ) and to encourage greater participation and involvement of residents ( Wilks and Quinn, 2016 ).

Compared to mega-events that need attendance and support from large companies and state funding ( Jiang and Chen, 2019 ), tourism grounded on genuine events linked to the territory can help preserve and emphasise local characteristics while promoting tourism progress ( Ezeuduji, 2015 ). Cultural resources and local traditions contribute to strengthening the destination’s image and promoting it to attract new tourists ( Lee and Bai, 2016 ). The rapid growth of events planned by local administrations and regional governments reveals the need to thoroughly examine the elements they are based on to provide indications for future research and support both academics and professionals ( Getz and Page, 2016 ).

The relationship between destination communication, emotional engagement and rational engagement is widely reported in tourism literature as central components of effective tourism event management ( Afshardoost and Eshaghi, 2020 ; Buhalis, 2019 ; Murphy et al. , 2007 ; Wu and Liang, 2020 ). Therefore, the current study aims at assessing the strengths of the different sources of information (intentional or informal), the structural or permanent elements at the destination, and the immaterial resources associated with the destination heritage, to predict the rational and emotional engagement of tourists. While the majority of studies address event tourism economic impact ( Lu et al. , 2020 ), the originality and value of the current study lie on the set of factors being evaluated, the focal dependent variables but also on the fact that uses a multi-event approach that reinforces the validity of the results.

Although the literature includes different contributions that compare events, studies comparing the same set of variables across several events with different characteristics targeted at predicting tourist engagement are scarce. Thus, this paper makes a significant contribution to the body of knowledge by exploring visitors’ rational and emotional engagement across five different types of events (nature, gastronomy, religion, theatre and music) organised annually in the Spanish region of Extremadura, a recognised inland destination for its history, nature and gastronomy and its cultural resources. Theoretically, the study of these two factors is important because they strongly influence the event tourists’ future attitude and behaviour. The results provide tourism researchers with useful information to improve and measure the experiences of event tourists. From a managerial point of view, the current study is relevant because it illustrates how the local economy can benefit from event-based tourism and guide the design of events to obtain superior economic results.

2. Theoretical background and hypotheses development

2.1 emotional and rational engagement.

In the process of choosing a destination, tourists value different alternatives because they are influenced by both emotional and psychological factors (attitudes, feelings, values, or personal characteristics) as well as by objective and rational attributes (design, physical attractions, price or advertising) ( García-Milon et al. , 2020 ). The emotional component is composed of feelings, motivations and experiences about a destination ( Beerli and Martín, 2004 ; Rodríguez Del Bosque and San Martín, 2008 ). These feelings influence the memories of tourists' experience and contribute to the future commitment to the destination ( Afshardoost and Eshaghi, 2020 ) by reliving the event through shared images and comments with friends and family ( Tung and Ritchie, 2011 ). Thus, the emotional engagement has a personal and unique meaning for each person linked to the tourist’s experience in a specific place and moment ( Shamsuddin and Ujang, 2008 ). In the case of events, this issue is especially relevant because the experience is the event, especially if the events offer additional activities such as tastings, experiential guided tours, thematic classes and workshops ( Wu and Liang, 2020 ). After the event, participants can reflect on what they have learned and discuss this with other participants or express their experiences during the event ( Ok et al. , 2020 ).

On the other hand, rational engagement refers to experiences related to consciousness, memory, learning, or reasoned understanding of the experience lived by the tourist ( Atadil et al. , 2018 ). From this perspective, a tourist destination is valued by the tourist-based on a group of attributes that correspond to the resources that a certain place possesses ( Stylidis et al. , 2017 ). Thus, rational engagement grounds on beliefs and knowledge about a destination, focussing mainly on functional or tangible physical attributes but also taking into account its history, nature or culture among other variables ( Baloglu and McCleary, 1999 ; Pike and Ryan, 2004 ; Gallarza et al. , 2002 ).

Therefore, engagement with the destination is shaped by a combination of knowledge, impressions, perceptions, prejudices and thoughts about the place ( Jenkins, 1999 ). Given the tourist destination’s emotional-rational coexistence with the tourist destination, both concepts are considered fundamental to understand the engagement with the destination from an emotional perspective ( Pike and Ryan, 2004 ) and a rational perspective ( Baloglu and McCleary, 1999 ).

2.2 Structural elements

Structural elements are the permanent resources of a place or tourism destination, such as architectural monuments, infrastructures, unique landscapes or socio-economic environment ( Baloglu and McCleary, 1999 ). Tourists, frequently travel to a destination knowing that what they are going to find and with their mindset in enjoying the comfort and pleasantness provided by the elements available at the destination ( Del Bosque and San Martín, 2008 ). These elements, along with other attributes, but mostly the tourist's experience with them, contribute to the formation of engagement with the place ( Lew, 1987 ).

Tyrrell and Johnston (2001) indicate that for a remarkable experience to develop it requires the interaction of natural and cultural resources, infrastructure and services and not only the effects resulting from the events. The presence of the structural elements is crucial to the development of tourists' rational engagement ( Uriarte et al. , 2019 ), as visitors are certain that when travelling to a destination to attend an event they feel secure of being able to enjoy the experience with the event but also with other permanent attractions of the destination ( Chi and Qu, 2008 ). Typically, they are interpersonal, sensory and physical attributes that the tourist expects to find in the destination and that adds value to it during the experience ( Hosany and Gilbert, 2010 ).

Structural elements can induce a favourable rational engagement.

Structural elements can induce a favourable emotional engagement

2.3 Tourism events

Tourism events are specific celebrations planned and organised by local administration or private organisations around a specific theme at a location or a tourism destination, and it may include several activities. Usually, the events’ content is associated with specific natural attractions and other tourism resources such as traditions, heritage and values of the place where it is held. Tourism events are increasingly relevant to attract tourists to the destination because they represent an opportunity to promote and develop the local economy ( Gibson and Connell, 2016 ). Event-based tourism is particularly important in small cities that intend to promote their territory, particularly in destinations lacking imposing monuments or outstanding natural resources and where it is more difficult to count on the positive effects of mega-events ( Gibson and Davidson, 2004 ).

Some studies hold that small events can provide more added value for the tourist itself and the destination’s economic and social development than mega-events ( Lima et al. , 2016 ). These smaller-size recurring events are considered increasingly important, especially those based on local culture and traditions, as they enhance rational and emotional engagement, as opposed to mega-events whose effects quickly fade out after the event ends ( Park and Park, 2017 ; Laing, 2018 ).

Devesa et al. (2010) sustain that attending tourism events influences tourists' perception towards the destination, namely, by eliciting rational engagement. Likewise, tourism events also promote emotional engagement if the tourist is provided with the opportunity to go from being a passive observer to an active participant and moulding its own unique experience ( Vivek et al. , 2012 ). Therefore, events have an important role as enhancers of the emotional engagement towards the place where they occur, as they serve as positive catalysts of the tourist’s emotional part ( Getz and Page, 2016 ).

Tourism events induce a favourable rational engagement with the destination.

Tourism events induce a favourable emotional engagement with the destination.

2.4 Communication

The communication of a place or tourism destination is considered by many as one of the main antecedents contributing to the formation of the destination’s engagement ( Murphy et al. , 2007 ). Communication is also pointed out as an important for destination marketing organisations (DMOs) and policymakers ( Almeida-Santana and Moreno-Gil, 2017 ), for the creation of positive expectations and quality experiences capable of promoting the tourist's rational and emotional engagement ( Zeithaml et al. , 1996 ).

Gunn's (1988) communication model suggests the existence of two types of tourism communication that influence the tourist's image of the destination and consequently the tourist engagement: organic communication and induced communication. The first is based on unintentional testimonies such as family and friends’ recommendations and news and information spread in traditional media and through social media platforms. On the other hand, induced communication, or intentional communication, refers to commercial tourism information sponsored by DMOs and distributed through official tourist guides, special publications and tourism professionals.

The continuous development of information and communication technology (ICT) has highlighted the importance of new communication sources for the tourism industry ( Buhalis and Law, 2008 ) inducing a shift in the way the tourism sector communicates ( Buhalis, 2019 ). Institutional digital spaces such as social networks, blogs and websites form an important source for information search when organising a trip and ( Dedeoglu, 2019 ) to ensure a positive rational and emotional engagement with the destination ( Wong et al. , 2019 ). Additionally, in an informal way, tourists share information through their personal space in social networks and public and private groups ( Ziakas and Getz, 2020 ), such as opinion websites where they can convey judgement on tourism experiences, which are increasingly valuable and used by other travellers ( Xiang and Gretzel, 2010 ). The influence of online ratings on purchasing decisions is a key issue in multiple sectors, including tourism ( Buhalis, 2019 ).

Intentional communication induces a favourable rational engagement.

Intentional communication induces a favourable emotional engagement.

Unintentional communication induces a favourable rational engagement.

Unintentional communication induces a favourable emotional engagement.

Based on the proposed hypotheses ( Thomas et al. , 2011 ), Figure 1 depicts the conceptual model being assessed in the current investigation.

3.1 Sample and data collection

The collection of information on primary data was carried out through a structured questionnaire, completed as a personal interview with each tourist with a trained interviewer’s help. The questionnaire contained structured quantitative questions that took about 8–10 min to answer, with the interviewers providing a read-out of the questions and a series of indications on the nature of the work. The questionnaire was provided in Spanish.

The data collection was conducted between March and August 2019. Interviews were conducted in the busiest areas of the five selected events. The five events had a sample proportional to the total number of questionnaires obtained. The data obtained from the questionnaire were analysed at an earlier stage to detect missing values and to refine the information. Forty-two responses contained missing values in a large number of indicators, a negligible number explained by the warning and consistency of the enumerators in completing the questionnaire. Given that the total number of responses was high (1.570), those with missing values were eliminated, thus considering a total of 1.528 valid responses.

3.2 Measurements and scales

The scales used to measure the different variables had been used and tested in several previous studies. However, sometimes these were adapted so that the questions were understood in the context of the sample.

The rational engagement was measured using nine items from the scales proposed by Echtner and Ritchie (1993) later used by Gallarza et al. (2002) , Chi and Qu (2008) and Boo et al. (2009) . For the measurement of emotional engagement was using four items from the base scale by Russell et al. (1981) , with the developments by Beerli and Martín (2004) , Pike and Ryan (2004) , Del Bosque and San Martín (2008) , Chi and Qu (2008) and Boo et al. (2009) was used.

Scales tested in previous studies such as those of Echtner and Ritchie (1993) , Gallarza et al. (2002) , Chi and Qu (2008) and Boo et al. (2009) were used to measure the perceived value of the structural or permanent elements of the destination, using eight items. To measure the effect of holding the event, eight indicators generally accepted by the literature were used, such as those of Ritchie and Smith, 1991 and Ekinci and Riley, 2001 .

Intentional communication was measured using four items the Horng and Tsai (2010) and Mercille (2005) scales. The scales of Gitelson and Crompton (1983) , Gruen et al. (2006) and Buhalis and Law (2008) were chosen to assess unintentional communication, using four items.

3.3 Study setting

The empirical research was carried out in the cities of Cáceres, Mérida, Trujillo and Plasencia along with the territory of Valle del Jerte belonging to the Extremadura region located in the southwest of Spain. The four host cities share a great heritage (focussing on nature, landscape, culture and gastronomy), as well as a recognised prestige as representative tourist areas of cultural tourism in Spain.

Cáceres is a city with a strong university character and has more than 3,000 hotel beds. The old part of the city was declared a World Heritage Site by UNESCO in 1986, as one of the most complete urban complexes of the Middle Ages and Renaissance in the world.

Easter Week in Cáceres is a Festival of International Tourist Interest and commemorates the passion, death and resurrection of Jesus of Nazareth through processions that take place mainly in the Monumental City. Its origins date back to the 15th century, although there are references that as early as the 13th century there were parades in which the penitents carried torches. The WOMAD festival has been held in Cáceres since 1992. Created by the musician Peter Gabriel, WOMAD is a brand of international travelling festival based on a multicultural creative space with music from all over the world. The first festival of its kind took place in 1982 in the UK, and since then, the format has spread to other countries such as Sri Lanka, Abu Dhabi, New Zealand and Spain.

Mérida is the capital of the region of Extremadura and the seat of its government institutions. Also, it is a tourist reference throughout the world because of its important archaeological and monumental site, which was declared a World Heritage Site by UNESCO in 1993. The Mérida Festival is a prestigious classical theatre event held in the incomparable setting of the Roman Theatre, considered to be one of the buildings in the world that best represents the Roman architecture of the time of Emperor Augustus. It is the oldest classical theatre festival held in Spain and is considered to be the most important of its kind. Sixty-five editions of the festival have been held from 1933 to 2019, attracting thousands of spectators.

Plasencia is considered the capital of the Jerte Valley and is a top tourist destination owing to the monumental and historical character of the city, as well as its proximity to the tourist resources of the Jerte Valley region. This is the site of the Cherry Blossom Festival, when the cherry trees cover the whole valley with their white blossoms, creating a unique landscape.

Finally, the town of Trujillo is located in the southeast of the province of Cáceres. The historical relevance has made Trujillo an important tourist centre famous for its monuments. It was the birthplace of Francisco Pizarro, conqueror of Peru, whose equestrian sculpture, a representative icon of this town, stands in its Plaza Mayor.

The five events analysed are annual and are organised by the respective town councils in collaboration with, among others, the regional government of Extremadura

Table 1 summarises the characteristics of the events analysed.

3.4 Data analysis

A score was constructed for each variable (emotional engagement, rational engagement, intentional communication, unintentional communication, structural and non-structural elements). The score was calculated based on the average of the items in each construct. Then, linear regressions were performed using separately, emotional engagement and rational engagement as dependent variables and the remaining as independent variables. Normality of the data was evaluated based on skewness and kurtosis, which present values between −0.002 and 0.483. Multicollinearity was assessed using the variance inflation factor (VIF). The results indicate no multicollinearity problems in the data, as all the calculated values are inferior to the most conservative threshold of 3. SPSS version 27.0 was used to perform data analysis.

The sociodemographic data on people attending the five events were analysed and reported in Table 2 , indicating that respondents’ characteristics do not differ much among the samples. All five samples are mainly composed of Spanish tourists (≥98%), mainly women (≥54%), and the majority holding a college degree (≥57%). Regarding age, there are significant differences. The major group is between 45 and 64 years old, except for the Womad Festival. Because of its peculiar characteristics, more than half of the participants aged under 26. Probably owing to the type of event, 71% of the respondents at the Mérida Theatre Festival aged 45 years old or more. The expressed loyalty of those attending the events is around 50% for tourists who had visited the region more than three times. In the case of the theatre festival, this percentage is even higher, reaching 67%.

These results are globally in agreement with the works by Wong et al. (2019) , Gibson et al. (2012) or Matheson (2008) , except for age in the case of the Womad Festival where there are substantial differences. The difference may result from the types of music-focussed by Womad, particularly targeted at the younger market, and the large number of college students living in Cáceres and enrolled in the University of Extremadura.

As for the descriptive analysis of the sample, Table 3 presents the items used with their mean values and standard deviations for all variables in the five scenarios. The analysis yielded mean values between the maximum recorded for an affective engagement at the classical theatre festival (mean = 4.5172) and the minimum for intentional communication at the Womad festival (mean = 2.185). As for the standard deviation, for the five samples, there are small values, which in almost all cases do not exceed unity, thus indicating a high concentration of the data obtained.

To evaluate the influence of the factors depicted in the conceptual model, a score was computed for each factor and event by averaging the items within the scale. The score was used to test the effect of the factor on tourists’ engagement. Multiple regression was conducted to evaluate if intentional and non-intentional communication, structural elements and events’ characteristics predicted the tourists’ rational and emotional engagement for each event.

Table 4 presents the model summary for each of the linear regressions. The R -square results indicate that rational engagement is better explained by the factors under analysis than emotional engagement. The only non-significant regression equation is for rational engagement in the case of the Mérida's Theatre event (F (4,300) = 0.391, p = 0.815) with an R 2 of 0.005.

The results show consistency for the Easter and Cheese events, as they are associated with a better prediction for both rational and emotional engagement. In the case of rational engagement, it is important to notice the similarity of the R-square between the gastronomic type events.

The structural elements seem to be determinant for the rational engagement independently from the event because all β coefficients are significant. Communication is only significant for rational engagement with cherry and holy week (Easter), yet presenting a negative sign ( Table 5 ). The emotional engagement is harder to achieve, and only the structural and non-structural elements show the ability to predict it.

According to the results in Table 5 , structural elements are relevant to predict the emotional engagement with the cheese fair ( β = 0.32, p < 0.00), but not to the other gastronomic event, the cherry festival ( β = 0.06, p = 0.264). The non-structural elements are significant to predict the emotional engagement with both the gastronomic events, the cherry festival ( β = 0.21, p < 0.00), the cheese fair ( β = 0.26, p < 0.00) and the Womad musical festival ( β = 0.22, p < 0.00). Despite the importance of communication, and contrary to our expectations, neither intentional nor informal communication seems to have a meaningful impact on engagement, particularly on emotional engagement.

Table 6 summarises the results of the hypotheses testing according to the type of event, showing that there is no general rule that applies to all types of events because only the influence of structural elements on rational engagement seems to behave identically independent of the type of event. The number of hypotheses supported with the structural elements (7) is slightly superior to the hypothesis linked to events (5), indicating that both have a significant impact on engagement in general, but the structural elements are key.

Interestingly, non-intentional or informal communication does not affect tourists’ emotional engagement regardless of the type of event.

5. Discussion and conclusions

The findings reported in this paper are important because they were obtained from samples gathered in five different types of events, increasing the odds of being generalisable. Being grounded in five events of different types (nature, gastronomy, religion, theatre and music) and by comparing tourists’ opinions and engagement, the current study stands out from the existing literature. Based on the current findings, researchers and those responsible for planning and managing the tourist destination can identify the factors that increase the degree of engagement with the destination, so they can expand the scientific research but also adopting the appropriate measures to strengthen this engagement and learn more about the tourist who is attracted to this type of events ( Uriarte et al. , 2019 ).

The results show that rational engagement is better predicted by the factors analysed than emotional engagement. Besides, the importance of given to structural or permanent elements at the destination suggested by Stylidis et al. (2017) was confirmed because they influence the rational engagement for all events. The results also reveal that tourists' rational and emotional engagement depends on the event type ( Getz and Page, 2016 ). There is a special influence on events based on nature and music in consonance with what was suggested by Vermeir and Verbeke (2006) . The explanation may lie in the higher level of active participation by visitors to these two types of events, which elicit a more intense experience and consequently a higher level of rational and emotional engagement ( Kim et al. , 2020 ).

These findings are in line with previous studies ( Organ et al. , 2015 ; Tarkiainen and Sundqvist, 2009 ) and make a significant contribution to the debate on the importance of the role of tourists’ active participation in events to foster engagement ( Ok et al. , 2020 ).

Based on the results, it is also notorious that communication, either intentional or informal, about the destination and the event, has little or no influence on tourists' engagement. When it does, it is only the informal communication that stands out. These findings follow previous studies by Liu et al. (2019) and raise doubts about why communication is usually considered key for tourism promotion. These and similar future findings may stimulate a turn in the investment strategy for destinations, which may decide to allocate these resources to improve tourists’ experience by improving structural elements and the attractiveness of the events ( Organ et al. , 2015 ). Investing in ways of conserving the memory of the remarkable experiences associated with the event and promoting the tourist engagement through the exchange of experiences must be considered a priority ( Geus et al. , 2016 ), as these memories can induce emotional engagement and relive the special moments associated with the event ( Richards, 2019 ).

In summary, the results indicate that holding events is a good way of attracting tourists and promoting engagement with a tourism destination. Different visitor profiles could be identified according to the type of event studied, reinforcing the understanding that no magic formula can be universally applied to all different tourism events ( Gyimothy, 2009 ). Promoters, decision-makers, and DMOs must pay detailed attention to the coordination and harmony between structural elements and the events, improve the overall experience and achieve a higher level of both rational and emotional engagement with the destination ( Lu et al. , 2020 ). Communication must not be completely neglected in the face of the poor results in determining tourists’ engagement. The consideration here is that regardless of its institutional or informal nature, informative communication can increase awareness about the destination and the events taking place there ( Buhalis, 2019 ).

5.1 Theoretical implications

This study found a large and unprecedented research gap in the knowledge literature on tourism events. Previous research analysed tourism events and festivals in isolation but did not compare, during their visit to the destination, the engagement of tourists in five events of different typology. Thus, this work complements and expands the literature on event tourism on a theoretical level, exploring and comparing tourists’ perceptions and engagement based on five different events ( McKercher et al. , 2006 ). The work is particularly relevant because it uses a multi-event sample to assess the role of structural elements, events and intentional and unintentional information in predicting rational and emotional engagement. This approach provides an expanded theoretical basis for other researchers to compare their findings on the same topic. Besides, this work provides a framework for the profile of tourists attending each type of event that can be used to guide future research. The segmentation and identification of groups of tourists are considered key for the design and development of different tourism marketing strategies supported by informal communication produced in social networks as opposed to formal communication ( Rahman et al. , 2020 ). In this sense, the importance of the progress of new communication channels is evident, offering advanced multimedia tools that can improve event communication ( Ziakas and Getz, 2020 ), based for example on virtual reality or social networking sites ( Gursoy et al. , 2017 ).

5.2 Implications for management

The combined analysis of multiple events has generated findings that have practical implications. Tourism managers have evidence that for promoting tourists’ engagement, it is necessary to concentrate largely on the structural elements and congruence with the event characteristics. Furthermore, they must acknowledge that an event can become a communication tool aimed to strategically promote the destination by indorsing unique resources capable of attracting tourists and improving the territory’s engagement.

The findings recommend the development of customised programs for event tourists which allow visitors to participate actively in the activities to generate more intense experiences, promote higher levels of engagement and increase memorability, for example, by designing activities aimed at encouraging tourists to experience new and pleasant sensations far outside of their usual routine. The value of these experiences must constitute a major objective for the promoters. Being successful in this task will improve the emotional engagement and support long-term relationships that will improve the destination’s attractiveness and competitiveness. This approach can be particularly useful within the COVID-19 pandemic context for resuscitating tourism, which has been severely affected. Favouring the hosting of small-scale open-air events in unusual places may generate a new niche to counteract the negative social and economic impacts caused by the pandemic ( Hall et al. , 2020 ).

5.3 Limitations and future research

Like any research, the current one as limitations that must be acknowledged. Despite the advantage of analysing five events, these were held in a single Spanish region, and the participants were interviewed during the attendance to the event. Conducting a post-event survey may have helped get a longitudinal measure for the engagement level to evaluate the persistence of the engagement over time. Future studies can expand the current study by deepening the previous idea and by including loyalty or engagement of destiny in the model. It would also be interesting to investigate ways of turning communication effective for increasing tourists’ engagement with a destination. A final note to the sample is composed almost completely by Spanish tourist; therefore, it seems reasonable to assume that the conclusions apply more to the context where domestic tourists attend events, regardless of the country or region.

Proposed model

Characteristics of the events

Descriptive statistics for indicators and composite scores

Model summary for each of the linear regressions

Summary of hypotheses confirmation

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Acknowledgements

Corresponding author

About the authors.

José A. Folgado-Fernández is a Professor in the Department of Financial Economics and Accounting in the University of Extremadura (UEx), Spain. Before his academic career, he worked in managing several service companies. He was given a PhD Extraordinary Award. His research is focussed on tourism events, branding, e-Tourism and destination management. He has participated as a Professor and a Lecturer in different universities in Spain, Portugal and Italy. He has published several papers in specialised journals. He is also a reviewer of international journals. He has been involved in projects for different public administrations and enterprises. ORCID iD: 000-0003-2917-0938; Researcher ID WOS: F-9582-2017.

Paulo Duarte is a Professor of marketing and heads the master’s degree in marketing at the University of Beira Interior. He also coordinates the Organisational Management Research Line at the Research Centre in Business Sciences (NECE). Before receiving his PhD in Management, he held a senior marketing position in a fast-moving consumer goods company. Academically, he has been doing research in the fields of consumer behaviour, tourism and event marketing and management and digital marketing, having published articles on these topics. He is also member of the editorial board of several international journals. ORCID iD: 0000-0001-8449-5474

José Manuel Hernández-Mogollón is a Titular Professor in the University of Extremadura (UEx), Spain and holds a PhD in Business and Economic Sciences and a Master in Marketing (ESIC). He teaches Tourism Marketing in the UEx since 1998. He has participated as a Lecturer in Master and conferences in different universities in Spain, Portugal, France, Italy and Colombia. He has published a great number of works in the field of tourism management and marketing in books and Spanish and foreign high impact factor journals. He has been involved in projects for different public. ORCID iD: 0000-0002-5515-8142.

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Events’ Tourism and Hospitality Marketing

• Conference paper
• First Online: 15 March 2024
• Cite this conference paper

• Dália Liberato   ORCID: orcid.org/0000-0003-0513-6444 7 ,
• Elga Costa   ORCID: orcid.org/0000-0002-1116-9560 7 ,
• Isabel Barradas 8 ,
• Pedro Liberato   ORCID: orcid.org/0000-0003-2908-1599 7 &
• Joaquim Ribeiro   ORCID: orcid.org/0000-0002-8514-549X 7  

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Event tourism has seen significant growth in recent decades, playing a key role in the development of tourism destinations. In fact, several studies have focused on understanding this phenomenon, studying the relationship between the different types of events and their influence on the destinations that host them. However, few publications analyze the relationship between events that take place in cities and the hotel industry. The existing articles that establish this relationship are limited to pricing, so it is pertinent to analyze this relationship in a more comprehensive way, namely the strategies adopted by hotels when events take place in cities. This study aims to understand the influence of events held in the cities of Lisbon and Porto on the hotel industry, specifically from the perspective of hotel marketing . To this end, a qualitative, exploratory, descriptive, and cross-sectional research methodology was adopted, carried out through semi-structured interviews with seven representatives of hotel units and four representatives of entities linked to the organization of events in the aforementioned cities. The general aim of the research is to understand how events influence hotel marketing in the cities of Lisbon and Porto. The results show that business events and sporting events are the most important for the hotel industry in these cities. About the strategies adopted when events take place in the city, hoteliers attach great importance to the price strategy and have increasingly adopted a digital marketing strategy, which facilitates segmentation and reaching specific audiences. It was also found that the relationship between hotel units and event organizers, despite being at an early stage, is highly valued and that given the current scenario, derived from COVID-19, the industry's recovery actions should focus on actions to transmit security to the customer.

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Liberato, D., Costa, E., Barradas, I., Liberato, P., Ribeiro, J. (2024). Events’ Tourism and Hospitality Marketing. In: Carvalho, J.V., Abreu, A., Liberato, D., Rebolledo, J.A.D. (eds) Advances in Tourism, Technology and Systems. ICOTTS 2023. Smart Innovation, Systems and Technologies, vol 384. Springer, Singapore. https://doi.org/10.1007/978-981-99-9758-9_38

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Très 2024 sets the platform to accelerate tourism growth across India

In a significant boost for the tourism industry, Très 2024 is scheduled to take place from April 25-26 at Andaz Delhi. Now in its sixth edition, this event will highlight 60 of the region’s premier

In a significant boost for the tourism industry, Très 2024 is scheduled to take place from April 25-26 at Andaz Delhi. Now in its sixth edition, this event will highlight 60 of the region’s premier boutique hotels, retreats, lodges, camps, and pioneering travel concepts within the luxury and mindful tourism sectors. This year’s showcase is set to attract an audience of over 50 overseas travel operators from markets including the UK, France, Australia, the USA, Germany, among others, along with more than 100 Indian travel companies from across the nation.

The guiding vision of Très is to connect a select group of meticulously curated properties and travel experience providers with a precisely targeted audience of tour operators and travel facilitators. This collaboration aims to stimulate travel within and outside the country, fostering industry growth that is broad in impact and sustainable in nature. Diverging from traditional trade shows, Très facilitates bespoke, one-on-one appointments between buyers and sellers opening positive business opportunities for the industry.

The event is being supported by Madhya Pradesh Tourism and Uttar Pradesh Tourism departments. The show has received an overwhelming response from overseas as well as domestic travel companies as well as the hotelier community.

The Très 2024 exhibitors, ranging from boutique properties to historic forts and palaces, wildlife lodges, wellness retreats, private villas, and glamping sites, all share same philosophy – united by a strong, concept-driven approach that celebrates the unique stories and personalities behind each property. Each exhibitor offers personalized, immersive hospitality experiences, while also being mindful of their environment and local communities.

“Madhya Pradesh Tourism is proud to support the Très 2024 travel event. An enriching opportunity for the travel community to come together and explore the finest of boutique hotels that the region offers, Madhya Pradesh was there in full force, with over 20 luxury hotels and jungle lodges and of course, the Tourism Board itself. During these two days, we met companies from the USA, UK, Switzerland, Australia, Japan, Mexico, Spain and even best of Indian travel designers that will surely boost Inbound as well as domestic tourism into Madhya Pradesh.” Sheo Shekhar Shukla, Principal Secretary, Department of Tourism, Government of Madhya Pradesh

“Très has our continued support from the previous editions. In fact, this year, we further collaborated with Très to extend a pre-event Familiarization trip for select overseas operators where they experienced focused itineraries within Uttar Pradesh. This was done to highlight and market circuits such as Agra, Kannauj, Dudhwa, Ayodhya, Bundelkhand, and Varanasi. We are very pleased with the outcome of and impact that the event, and are committed to encouraging and supporting well organized platforms for tourism growth such as Très.” Preeti Srivastava, Deputy Director , Department of Tourism, Government of Uttar Pradesh.

“We firmly believe that the subcontinent stands as a premier global destination for leisure, luxury, and inspirational travel, distinguished by its unique diversity and transformative experiences. Très embodies this belief, presenting a focused showcase of few exceptional travel offerings. We are immensely thankful for the support from our lead sponsors, Uttar Pradesh Tourism and Madhya Pradesh Tourism. Their backing has been a significant source of motivation for all involved,” Sowmya R Vijaymohan, Director at Très.

Adding to the value of the platform, Très Ignite sessions led by travel, destination and media experts will discuss relevant topics pertaining to the present and future possibilities in the region’s travel landscape, destination perspectives and niche experience-focused interests.

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