이벤트 관광 시장 규모, 점유율, 성장 및 업계 분석 : 유형 및 용도별, 지역별 인사이트 및 예측(2026-2034년)

Growth Factors of event tourism Market

The global event tourism market is witnessing strong growth, driven by increasing demand for immersive travel experiences and the rapid expansion of business and entertainment events worldwide. The market was valued at USD 1,538.30 billion in 2025 and is projected to grow to USD 1,640.45 billion in 2026, reaching USD 2,971.37 billion by 2034, exhibiting a CAGR of 7.71% during the forecast period. Europe dominated the market with a 39.90% share in 2025, supported by its rich cultural heritage, strong infrastructure, and widespread adoption of hybrid event formats.

Market Overview

Event tourism refers to travel undertaken to attend or participate in events such as conferences, exhibitions, sports tournaments, music festivals, and cultural fairs. Modern travelers increasingly prefer experiences that go beyond traditional sightseeing, seeking engagement, personalization, and cultural immersion. This shift has significantly boosted the demand for event-driven travel globally.

Market Drivers

One of the primary drivers of the event tourism market is the growing demand for unique and personalized experiences. Millennials and Gen Z travelers prioritize authenticity, social interaction, and memorable experiences, encouraging event organizers to create customized offerings.

Additionally, the growth of the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector is significantly contributing to market expansion. Increasing globalization and cross-border business activities have resulted in higher demand for corporate events, conferences, and networking platforms. Governments worldwide are also investing in infrastructure development to attract international events, further supporting market growth.

Market Trends

A key trend shaping the market is the rising demand for customized event packages. Travelers and organizations are seeking tailored experiences that align with their preferences, budgets, and interests. Customized packages enhance customer satisfaction and encourage repeat participation.

Another major trend is the influence of social media platforms such as Instagram, Facebook, and TikTok. These platforms amplify event visibility through influencer marketing, live streaming, and user-generated content, transforming local events into global attractions.

Market Restraints

Despite strong growth prospects, the market faces challenges such as the high cost of premium event packages. Luxury events with exclusive services and accommodations can limit participation, particularly among price-sensitive consumers.

Moreover, infrastructure limitations in emerging regions can hinder large-scale event hosting, restricting market expansion in certain areas.

Market Opportunities

The increasing adoption of online booking platforms presents significant growth opportunities. These platforms offer convenience, accessibility, and bundled services, allowing users to book event tickets, travel, and accommodation seamlessly.

Additionally, strategic partnerships among event organizers, travel companies, and local governments are enhancing service offerings and expanding market reach. Such collaborations enable companies to create comprehensive event experiences and attract international audiences.

Segmentation Analysis

By event type, the sports tourism segment dominates the market due to the global popularity of events such as the Olympics, FIFA World Cup, and Formula One races. The segment accounted for a significant share and is expected to maintain its dominance. Meanwhile, music tourism is the fastest-growing segment, driven by the rising number of global concerts and music festivals.

By tourism type, the domestic segment leads with a 65.02% share in 2026, owing to ease of travel and lower costs. However, the international segment is expected to grow at the fastest rate due to increasing global events.

By channel, physical events dominate with a 71.66% share in 2026, as attendees value in-person experiences. However, virtual events are gaining traction due to flexibility and technological advancements.

By booking channel, the online segment leads with 60.11% share in 2026, driven by convenience and digital penetration.

Regional Insights

Europe remains the leading region, with market size increasing from USD 613.78 billion in 2025 to USD 650.93 billion in 2026. The region benefits from strong infrastructure and a high number of international events.

North America holds the second-largest share due to advanced event facilities and high-profile events. Asia Pacific is emerging as a high-growth region, driven by rising disposable income and government initiatives promoting tourism.

Competitive Landscape

Key players such as Accor S.A., Amex GBT, Lufthansa Group, Expedia Group Inc., and Marriott International Inc. are focusing on partnerships, sustainability initiatives, and digital innovation to strengthen their market position. Companies are also investing in eco-friendly practices and hybrid event solutions to attract modern travelers.

Conclusion

In conclusion, the global event tourism market is poised for significant growth, supported by rising demand for experiential travel, expansion of the MICE sector, and increasing digitalization. While challenges such as high costs and infrastructure gaps persist, opportunities in online booking, customization, and strategic partnerships are expected to drive future growth. With strong momentum across regions and continuous innovation by key players, the market is set to nearly double in value by 2034, making it a crucial segment of the global tourism industry.

Segmentation By Event Type

• Sports Tourism
• Music Tourism
• Exhibitions Tourism
• Business Tourism
• Others

By Tourism Type

• Domestic
• International

By Channel

• Virtual
• Physical

By Booking Channel

• Online
• Offline

By Region

• North America (By Event Type, Tourism Type, Channel, Booking Channel, and Country)
  • U.S.
  • Canada
  • Mexico
• Europe (By Event Type, Tourism Type, Channel, Booking Channel, and Country)
  • Germany
  • U.K.
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific (By Event Type, Tourism Type, Channel, Booking Channel, and Country)
  • China
  • India
  • Japan
  • Australia
  • Rest of Asia Pacific
• South America (By Event Type, Tourism Type, Channel, Booking Channel, and Country)
  • Brazil
  • Argentina
  • Rest of South America
• Middle East & Africa (By Event Type, Tourism Type, Channel, Booking Channel, and Country)
  • South Africa
  • UAE
  • Rest of the Middle East & Africa

Table of Content

1. Introduction

• 1.1. Research Scope
• 1.2. Market Segmentation
• 1.3. Research Methodology

2. Executive Summary

3. Market Dynamics

• 3.1. Market Drivers
• 3.2. Market Restraints
• 3.3. Market Trends

4. Key Insights

• 4.1. Overview of the Parent/Related Market
• 4.2. Supply Chain & Regulatory Analysis
• 4.3. Industry SWOT Analysis
• 4.4. Porter's Five Forces Analysis
• 4.5. Recent Technological Advancements

5. Global Event Tourism Market Analysis, Insights, and Forecast, 2021-2034

• 5.1. Key Findings / Summary
• 5.2. Market Size Estimates and Forecast
  • 5.2.1. By Event Type (Value)
    • 5.2.1.1. Sports Tourism
    • 5.2.1.2. Music Tourism
    • 5.2.1.3. Exhibitions Tourism
    • 5.2.1.4. Business Tourism
    • 5.2.1.5. Others
  • 5.2.2. By Tourism Type (Value)
    • 5.2.2.1. Domestic
    • 5.2.2.2. International
  • 5.2.3. By Channel (Value)
    • 5.2.3.1. Virtual
    • 5.2.3.2. Physical
  • 5.2.4. By Booking Channel (Value)
    • 5.2.4.1. Online
    • 5.2.4.2. Offline
  • 5.2.5. By Region (Value)
    • 5.2.5.1. North America
    • 5.2.5.2. Europe
    • 5.2.5.3. Asia Pacific
    • 5.2.5.4. South America
    • 5.2.5.5. Middle East & Africa

6. North America Event Tourism Market Analysis, Insights and Forecast, 2021-2034

• 6.1. Key Findings / Summary
• 6.2. Market Size Estimates and Forecast
  • 6.2.1. By Event Type (Value)
    • 6.2.1.1. Sports Tourism
    • 6.2.1.2. Music Tourism
    • 6.2.1.3. Exhibitions Tourism
    • 6.2.1.4. Business Tourism
    • 6.2.1.5. Fragrances
    • 6.2.1.6. Others
  • 6.2.2. By Tourism Type (Value)
    • 6.2.2.1. Domestic
    • 6.2.2.2. International
  • 6.2.3. By Channel (Value)
    • 6.2.3.1. Virtual
    • 6.2.3.2. Physical
  • 6.2.4. By Booking Channel (Value)
    • 6.2.4.1. Online
    • 6.2.4.2. Offline
    • 6.2.4.3. Online Stores
    • 6.2.4.4. Others
  • 6.2.5. By Country (Value)
    • 6.2.5.1. U.S
      • 6.2.5.1.1. By Event Type (Value)
        • 6.2.5.1.1.1. Sports Tourism
        • 6.2.5.1.1.2. Music Tourism
        • 6.2.5.1.1.3. Exhibitions Tourism
        • 6.2.5.1.1.4. Business Tourism
        • 6.2.5.1.1.5. Others
    • 6.2.5.2. Canada
      • 6.2.5.2.1. By Event Type (Value)
        • 6.2.5.2.1.1. Sports Tourism
        • 6.2.5.2.1.2. Music Tourism
        • 6.2.5.2.1.3. Exhibitions Tourism
        • 6.2.5.2.1.4. Business Tourism
        • 6.2.5.2.1.5. Others
    • 6.2.5.3. Mexico
      • 6.2.5.3.1. By Event Type (Value)
        • 6.2.5.3.1.1. Sports Tourism
        • 6.2.5.3.1.2. Music Tourism
        • 6.2.5.3.1.3. Exhibitions Tourism
        • 6.2.5.3.1.4. Business Tourism
        • 6.2.5.3.1.5. Others

7. Europe Event Tourism Market Analysis, Insights and Forecast, 2021-2034

• 7.1. Key Findings / Summary
• 7.2. Market Size Estimates and Forecast
  • 7.2.1. By Event Type (Value)
    • 7.2.1.1. Sports Tourism
    • 7.2.1.2. Music Tourism
    • 7.2.1.3. Exhibitions Tourism
    • 7.2.1.4. Business Tourism
    • 7.2.1.5. Others
  • 7.2.2. By Tourism Type (Value)
    • 7.2.2.1. Domestic
    • 7.2.2.2. International
  • 7.2.3. By Channel (Value)
    • 7.2.3.1. Virtual
    • 7.2.3.2. Physical
  • 7.2.4. By Booking Channel (Value)
    • 7.2.4.1. Online
    • 7.2.4.2. Offline
  • 7.2.5. By Country (Value)
    • 7.2.5.1. U.K.
      • 7.2.5.1.1. By Event Type (Value)
        • 7.2.5.1.1.1. Sports Tourism
        • 7.2.5.1.1.2. Music Tourism
        • 7.2.5.1.1.3. Exhibitions Tourism
        • 7.2.5.1.1.4. Business Tourism
        • 7.2.5.1.1.5. Others
    • 7.2.5.2. Germany
      • 7.2.5.2.1. By Event Type (Value)
        • 7.2.5.2.1.1. Sports Tourism
        • 7.2.5.2.1.2. Music Tourism
        • 7.2.5.2.1.3. Exhibitions Tourism
        • 7.2.5.2.1.4. Business Tourism
        • 7.2.5.2.1.5. Others
    • 7.2.5.3. France
      • 7.2.5.3.1. By Event Type (Value)
        • 7.2.5.3.1.1. Sports Tourism
        • 7.2.5.3.1.2. Music Tourism
        • 7.2.5.3.1.3. Exhibitions Tourism
        • 7.2.5.3.1.4. Business Tourism
        • 7.2.5.3.1.5. Others
    • 7.2.5.4. Italy
      • 7.2.5.4.1. By Event Type (Value)
        • 7.2.5.4.1.1. Sports Tourism
        • 7.2.5.4.1.2. Music Tourism
        • 7.2.5.4.1.3. Exhibitions Tourism
        • 7.2.5.4.1.4. Business Tourism
        • 7.2.5.4.1.5. Others
    • 7.2.5.5. Spain
      • 7.2.5.5.1. By Event Type (Value)
        • 7.2.5.5.1.1. Sports Tourism
        • 7.2.5.5.1.2. Music Tourism
        • 7.2.5.5.1.3. Exhibitions Tourism
        • 7.2.5.5.1.4. Business Tourism
        • 7.2.5.5.1.5. Others
    • 7.2.5.6. Rest of Europe
      • 7.2.5.6.1. By Event Type (Value)
        • 7.2.5.6.1.1. Sports Tourism
        • 7.2.5.6.1.2. Music Tourism
        • 7.2.5.6.1.3. Exhibitions Tourism
        • 7.2.5.6.1.4. Business Tourism
        • 7.2.5.6.1.5. Others

8. Asia-Pacific Event Tourism Market Analysis, Insights and Forecast, 2021-2034

• 8.1. Key Findings / Summary
• 8.2. Market Size Estimates and Forecast
  • 8.2.1. By Event Type (Value)
    • 8.2.1.1. Sports Tourism
    • 8.2.1.2. Music Tourism
    • 8.2.1.3. Exhibitions Tourism
    • 8.2.1.4. Business Tourism
    • 8.2.1.5. Others
  • 8.2.2. By Tourism Type (Value)
    • 8.2.2.1. Domestic
    • 8.2.2.2. International
  • 8.2.3. By Channel (Value)
    • 8.2.3.1. Virtual
    • 8.2.3.2. Physical
  • 8.2.4. By Booking Channel (Value)
    • 8.2.4.1. Online
    • 8.2.4.2. Offline
  • 8.2.5. By Country (Value)
    • 8.2.5.1. China
      • 8.2.5.1.1. By Event Type (Value)
        • 8.2.5.1.1.1. Sports Tourism
        • 8.2.5.1.1.2. Music Tourism
        • 8.2.5.1.1.3. Exhibitions Tourism
        • 8.2.5.1.1.4. Business Tourism
        • 8.2.5.1.1.5. Others
    • 8.2.5.2. India
      • 8.2.5.2.1. By Event Type (Value)
        • 8.2.5.2.1.1. Sports Tourism
        • 8.2.5.2.1.2. Music Tourism
        • 8.2.5.2.1.3. Exhibitions Tourism
        • 8.2.5.2.1.4. Business Tourism
        • 8.2.5.2.1.5. Others
    • 8.2.5.3. Japan
      • 8.2.5.3.1. By Event Type (Value)
        • 8.2.5.3.1.1. Sports Tourism
        • 8.2.5.3.1.2. Music Tourism
        • 8.2.5.3.1.3. Exhibitions Tourism
        • 8.2.5.3.1.4. Business Tourism
        • 8.2.5.3.1.5. Others
    • 8.2.5.4. Australia
      • 8.2.5.4.1. By Event Type (Value)
        • 8.2.5.4.1.1. Sports Tourism
        • 8.2.5.4.1.2. Music Tourism
        • 8.2.5.4.1.3. Exhibitions Tourism
        • 8.2.5.4.1.4. Business Tourism
        • 8.2.5.4.1.5. Others
    • 8.2.5.5. Rest of Asia-Pacific
      • 8.2.5.5.1. By Event Type (Value)
        • 8.2.5.5.1.1. Sports Tourism
        • 8.2.5.5.1.2. Music Tourism
        • 8.2.5.5.1.3. Exhibitions Tourism
        • 8.2.5.5.1.4. Business Tourism
        • 8.2.5.5.1.5. Others

9. South America Event Tourism Market Analysis, Insights and Forecast, 2021-2034

• 9.1. Key Findings / Summary
• 9.2. Market Size Estimates and Forecast
  • 9.2.1. By Event Type (Value)
    • 9.2.1.1. Sports Tourism
    • 9.2.1.2. Music Tourism
    • 9.2.1.3. Exhibitions Tourism
    • 9.2.1.4. Business Tourism
    • 9.2.1.5. Others
  • 9.2.2. By Tourism Type (Value)
    • 9.2.2.1. Domestic
    • 9.2.2.2. International
  • 9.2.3. By Channel (Value)
    • 9.2.3.1. Virtual
    • 9.2.3.2. Physical
  • 9.2.4. By Booking Channel (Value)
    • 9.2.4.1. Online
    • 9.2.4.2. Offline
  • 9.2.5. By Country (Value)
    • 9.2.5.1. Brazil
      • 9.2.5.1.1. By Event Type (Value)
        • 9.2.5.1.1.1. Sports Tourism
        • 9.2.5.1.1.2. Music Tourism
        • 9.2.5.1.1.3. Exhibitions Tourism
        • 9.2.5.1.1.4. Business Tourism
        • 9.2.5.1.1.5. Others
    • 9.2.5.2. Argentina
      • 9.2.5.2.1. By Event Type (Value)
        • 9.2.5.2.1.1. Sports Tourism
        • 9.2.5.2.1.2. Music Tourism
        • 9.2.5.2.1.3. Exhibitions Tourism
        • 9.2.5.2.1.4. Business Tourism
        • 9.2.5.2.1.5. Others
    • 9.2.5.3. Rest of South America
      • 9.2.5.3.1. By Event Type (Value)
        • 9.2.5.3.1.1. Sports Tourism
        • 9.2.5.3.1.2. Music Tourism
        • 9.2.5.3.1.3. Exhibitions Tourism
        • 9.2.5.3.1.4. Business Tourism
        • 9.2.5.3.1.5. Others

10. Middle East & Africa Event Tourism Market Analysis, Insights and Forecast, 2021-2034

• 10.1. Key Findings / Summary
• 10.2. Market Size Estimates and Forecast
  • 10.2.1. By Event Type (Value)
    • 10.2.1.1. Sports Tourism
    • 10.2.1.2. Music Tourism
    • 10.2.1.3. Exhibitions Tourism
    • 10.2.1.4. Business Tourism
    • 10.2.1.5. Others
  • 10.2.2. By Tourism Type (Value)
    • 10.2.2.1. Domestic
    • 10.2.2.2. International
  • 10.2.3. By Channel (Value)
    • 10.2.3.1. Virtual
    • 10.2.3.2. Physical
  • 10.2.4. By Booking Channel (Value)
    • 10.2.4.1. Online
    • 10.2.4.2. Offline
    • 10.2.4.3. Online Stores
    • 10.2.4.4. Others
  • 10.2.5. By Country (Value)
    • 10.2.5.1. UAE
      • 10.2.5.1.1. By Event Type (Value)
        • 10.2.5.1.1.1. Sports Tourism
        • 10.2.5.1.1.2. Music Tourism
        • 10.2.5.1.1.3. Exhibitions Tourism
        • 10.2.5.1.1.4. Business Tourism
        • 10.2.5.1.1.5. Others
    • 10.2.5.2. South Africa
      • 10.2.5.2.1. By Event Type (Value)
        • 10.2.5.2.1.1. Sports Tourism
        • 10.2.5.2.1.2. Music Tourism
        • 10.2.5.2.1.3. Exhibitions Tourism
        • 10.2.5.2.1.4. Business Tourism
        • 10.2.5.2.1.5. Others
    • 10.2.5.3. Rest of Middle East & Africa
      • 10.2.5.3.1. By Event Type (Value)
        • 10.2.5.3.1.1. Sports Tourism
        • 10.2.5.3.1.2. Music Tourism
        • 10.2.5.3.1.3. Exhibitions Tourism
        • 10.2.5.3.1.4. Business Tourism
        • 10.2.5.3.1.5. Others

11. Competitive Matrix

• 11.1. Business Strategies Adopted by Leading Players
• 11.2. Global Event Tourism Market Revenue Share/Ranking Analysis, By Key Manufacturer, 2025

12. Company Profiles

• 12.1. Expedia Group Inc. (U.S.)
  • 12.1.1. Overview
  • 12.1.2. Description
  • 12.1.3. Product Portfolio
  • 12.1.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.1.5. Recent Developments
• 12.2. Trip.com Group Ltd. (China)
  • 12.2.1. Overview
  • 12.2.2. Description
  • 12.2.3. Product Portfolio
  • 12.2.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.2.5. Recent Developments
• 12.3. TUI AG (Germany)
  • 12.3.1. Overview
  • 12.3.2. Description
  • 12.3.3. Product Portfolio
  • 12.3.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.3.5. Recent Developments
• 12.4. China Tourism Group Duty Free Corp Ltd. (China)
  • 12.4.1. Overview
  • 12.4.2. Description
  • 12.4.3. Product Portfolio
  • 12.4.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.4.5. Recent Developments
• 12.5. ATPI Group (U.K.)
  • 12.5.1. Overview
  • 12.5.2. Description
  • 12.5.3. Product Portfolio
  • 12.5.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.5.5. Recent Developments
• 12.6. Hilton Worldwide Holdings Inc. (U.S.)
  • 12.6.1. Overview
  • 12.6.2. Description
  • 12.6.3. Product Portfolio
  • 12.6.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.6.5. Recent Developments
• 12.7. Marriott International Inc. (U.S.)
  • 12.7.1. Overview
  • 12.7.2. Description
  • 12.7.3. Product Portfolio
  • 12.7.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.7.5. Recent Developments
• 12.8. Accor S.A. (France)
  • 12.8.1. Overview
  • 12.8.2. Description
  • 12.8.3. Product Portfolio
  • 12.8.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.8.5. Recent Developments
• 12.9. Amex GBT (U.S.)
  • 12.9.1. Overview
  • 12.9.2. Description
  • 12.9.3. Product Portfolio
  • 12.9.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.9.5. Recent Developments
• 12.10. Lufthansa Group (Germany)
  • 12.10.1. Overview
  • 12.10.2. Description
  • 12.10.3. Product Portfolio
  • 12.10.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.10.5. Recent Developments

13. Strategic Recommendations/ Market Opportunities