How marketers can capitalise on live events to transform regional tourism
At Arabian Travel Market 2025, MCN, in partnership with The Economist and McCann Truth Central, hosted a session that uncovered the forces shaping the future of travel, tourism and destination branding.
Top learnings suggested that marketers should take into consideration the phenomenon of 'live tourism' a term coined in reference to how major live events are a defining force in global tourism.
To turn events into long-term value, destinations must evolve from hosting moments to building emotional connections, cultural identity, and brand legacies, research from MCN revealed.
'Live events serve as powerful catalysts for tourism growth in the Middle East, with strategic implementation tailored to each destination's unique tourism objectives,' said Joe Nicolas, CEO – MENAT at UM Worldwide.
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How marketers can capitalise on live events to transform regional tourism
At Arabian Travel Market 2025, MCN, in partnership with The Economist and McCann Truth Central, hosted a session that uncovered the forces shaping the future of travel, tourism and destination branding. Top learnings suggested that marketers should take into consideration the phenomenon of 'live tourism' a term coined in reference to how major live events are a defining force in global tourism. To turn events into long-term value, destinations must evolve from hosting moments to building emotional connections, cultural identity, and brand legacies, research from MCN revealed. 'Live events serve as powerful catalysts for tourism growth in the Middle East, with strategic implementation tailored to each destination's unique tourism objectives,' said Joe Nicolas, CEO – MENAT at UM Worldwide.
