The Future of Live Tourism: Key Insights from Davos

Skift Take
As Taylor Swift's Eras Tour generates billions in economic impact and the Paris Olympics welcomed millions of visitors, traveling for big events – what we call “Live Tourism” – is having its moment.
But at the World Economic Forum in Davos, global leaders warned that mounting pressures around sustainability, digital integration, and community impact are forcing a rethink of how these events must evolve.
Cities hosting major events must prioritize community benefits. "There is one overarching goal within the government of Dubai - the happiness and wellbeing of the people of Dubai and creating a better quality of life," said H.H. Sheikha Latifa Bint Mohammed bin Rashid Al Maktoum, Chairperson of the Dubai Culture and Arts Authority.
The success of live tourism depends heavily on stakeholder coordination. Deloitte Global Chair Anna Marks emphasized that "you need everybody to align - governments, local authorities, business communities and the local civil community." Without this alignment, she warned, "the event experience won't be the best it can be for the consumer, and you won't create the legacy that you want to create."
Safety and security remain paramount concerns. Sorrell pointed to the 2021 European Championship final at Wembley Stadium, where serious security breaches occurred despite police presence. Marks noted that successful events require extensive advance planning: "It's about crisis management, how do you role play what could go wrong at this event we're about to hold? What would our response be and how can we prevent it going wrong?"
Nation Branding Through Live Tourism
The economic impact of live tourism extends beyond local gains to nation branding. Sir Martin Sorrell, Executive Chairman of S4Capital highlighted how "the world is much more fragmented, and nation branding is critically important."
He shared a striking example from his time on the Formula One board, where Bernie Ecclestone would approach country leaders with a straightforward proposition: "You want to use Formula One to rebrand your country, it will cost you $200 million to build a track, not a street track, but a unique track, and you won't get a penny."
This investment in nation branding is particularly evident in the Middle East, where Sorrell noted "we're seeing nation branding on a scale that we've never seen before," with rulers thinking beyond sports positioning to "political, cultural, social positioning of the country."
Authentic Storytelling and Brand Integration
For brands, the key is moving beyond simple sponsorship. "Not just slap a logo and be part of a hundred sponsors, but really use this as a platform to tell authentic stories that inspire our consumers and people around the world," said Patrice Louvet, CEO of Ralph Lauren.
However, Sorrell cautioned about "a very subtle balance between commercialization" in events like Wimbledon and the Olympics. He cited LVMH's controversial three-minute film at the Paris Olympics as an example where "the IOC movement overstepped the mark" by allowing open sponsorship for the first time in Olympic history.
Digital Strategy and Hybrid Experiences
Louvet highlighted an innovative way Ralph Lauren combines digital experiences with live events. "If you can't get into Wimbledon, you can watch our windows - the windows of our Bond street store are actually TV screens where people are watching the game," said Louvet, making the case for how brands can create communal viewing experiences in unexpected places.
Modern event marketing requires sophisticated digital strategies. Sorrell described how his company develops "one and a half million different assets" for some digital campaigns, creating "highly personalized experience" based on audience data. However, this level of digital personalization is impossible to replicate at scale in real-life, which could contribute to social isolation - the very problem driving people to seek out live experiences.
Marks from Deloitte noted that digital elements should complement rather than replace physical experiences, and big events are using them well to build a sense of community.
The Changing Forms and Formats of Live Events
Events face mounting pressures around sustainability and changing consumer preferences. Sorrell predicted events will need to adapt in two ways: "They're going to probably have to be less new facilities, and therefore more economic, and they're also going to have to be much more sustainable and appeal to consumers, particularly Gen Z."
The format of events is also evolving. Sorrell pointed to innovations like Gerard Pique's Kings World Cup format with shorter games and LIV Golf’s condensed tournaments, designed to appeal to younger audiences with shorter attention spans.
It’s clear that going forward, live events will depend on finding the right balance between digital reach and authentic in-person connections while creating meaningful experiences that resonate across generations.