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The Power of Events: How Sports and Performing Arts Drive Tourism

Insights on the key trends around events, from event booking trends, to how and when travelers choose and purchase events and the related travel
By: Anne Failing, Stephen Joyce & Douglas Quinby

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Summary

Discover the key trends around events, including: 
  • The importance of events in travel and tourism
  • The top events for travel across the performing arts and sports
  • Who books event travel
  • A deep dive on traveler behavior around events
    • How travelers are discovering and booking events
    • Key sales and distribution trends
  • Opportunities and key recommendations for travel distribution, technology and experience providers to offer events
This report is based on a survey conducted by Arival in partnership with leading travel industry research firm Phocuswright of more than 4,000 U.S. and European Travelers in 3Q22. 

WHAT’S IN THIS REPORT:

  1. Event Participant Trends
    • Travelers Attending Events on a Trip
    • Travelers Attending Events by Age Group
  2. What Type of Events are Most Popular
    • Types of Performing Arts Events
    • Types of Sporting Events
  3. How Do Travelers Search For and Choose Events
    • Top Five Reasons for Choosing a Destination
    • Top Five Research Methods
  4. When & How Events Are Booked
    • When Travelers Book Events in Relation To Other Travel
    • U.S. vs. European Event Traveler Booking Patterns
    • How Travelers Book Events
    • How Travelers Get Their Tickets
  5. What Does It All Mean: Top Industry Recommendations

ABOUT THIS STUDY:

This report is part of a larger joint study by Arival and leading travel industry research firm Phocuswright. This study is the most comprehensive look at the global In-Destination Experiences industry ever conducted. The project includes global market sizing with market segmentation, a B2B overview of experience creators around the world and B2C surveys in 7 different markets.

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