In this article Matthew Gardiner, Director of Travel Massive London and host of the WTM Marketing Summit, explores the rise of Live Tourism, revealing how festivals, concerts, and cultural events are transforming destinations into global stages and why creating unforgettable, shareable moments is now the ultimate driver of travel demand.
For decades, the business of tourism ran on a familiar formula: showcase your landmarks, highlight your heritage, and watch the visitors roll in. The Eiffel Tower, the Grand Canyon, the Pyramids. The safe bets.
But in 2025 travellers are less interested in monuments and more enthralled by moments. They aren’t collecting sights; they’re chasing experiences that feel personal, immersive, and yes, instagrammable.
To thrive, destinations can no longer behave like curators of museums. They must think like producers of live events. The question isn’t what do we have? But what can we make happen?
From monuments to moments
Think of Edinburgh’s Fringe Festival, Austin’s SXSW, or the Island Hopper Festival in Fort Myers. For those few weeks, cities transform into living, breathing stages. Hotels sell out, restaurants buzz, and the local economy lifts.
This isn’t just about entertainment. Live events create belonging, emotional connection, and the elusive “I was there” factor.
Theme parks have been ahead of the curve on this. Tivoli Gardens in Copenhagen has reinvented itself time and time again with seasonal overlays from Halloween haunts to winter wonderlands proving that reinvention keeps locals and visitors coming back. Disney are experts at “programming the calendar.” The rides are constant. The experiences evolve. Destinations can learn from this playbook.
Destinations as producers
So, what does it mean to think like an event producer? Three disciplines stand out.
Firstly, great events tell stories that transcend the stage. The Rio Carnival isn’t just a parade; it’s the annual retelling of Brazil’s cultural identity. The Geneva International Motor Show tells the story of innovation, design, and Switzerland’s position at the intersection of technology and luxury. Destinations should be asking: What’s the story our events tell? And how do we keep audiences coming back for the next chapter?
Secondly, audience segmentation. In live entertainment, not all tickets are created equal – there are VIP lounges, family zones etc. Tourism can apply the same principle. Singapore sets the gold standard in audience segmentation. Rather than positioning itself as just a stopover, it has mastered the art of designing festivals and events that speak directly to different passions and profiles – and I’m thrilled that we’ll be welcoming Kershing Goh, from the Singapore Tourism Board to the WTM Marketing Summit to explore this topic.
Thirdly, the best events embed themselves into local life. Whilst in Santadi Sardinia, I was fortunate to attend Matrimonio Mauritano, the ‘Moorish Wedding,’ also referred to as the ‘Wedding of the Bulls.’ It’s an amazing event woven into the town’s culture. When residents become co-creators, not just service providers, tourism feels less like a transaction and more like an invitation.
The shareability factor
We live in an age where an event barely exists until it’s been documented. Smart destinations design for shareability: iconic stages, photogenic backdrops, and those irresistible “Instagram traps.” Changi Airport’s rain vortex waterfall is a masterclass. A set piece designed as much for cameras as for travellers. Disney’s nightly fireworks or Tivoli’s seasonal lights aren’t just spectacles; they’re social content machines, broadcasting the destination far beyond its physical limits. Every attendee can become part of your marketing team.
Why this matters for DMOs
Tourism is crowded. Beaches, hotels, even landmarks are commoditised. What can’t be commoditised is the feeling of being in a place at a particular moment. That’s why adopting a “showtime mindset” is critical. Instead of seasonal brochures, curate seasonal line-ups. Instead of static campaigns, script evolving story arcs. Instead of selling tickets to see something, create reasons to be there now.
Value is not intrinsic. It’s contextual. A beer is £6 in a pub, £8 at the airport, £10 at the stadium. The drink hasn’t changed, the context has. Destinations can radically shift perceived value by changing the context through events.
Curtain up: A call to showtime
The destinations winning today aren’t those with the tallest towers or oldest cathedrals. They’re the ones who make travellers feel like they’re part of something unrepeatable.
From Singapore’s Food Festival to Somerset’s Glastonbury, from Tivoli’s seasonal magic to Disney’s curated calendar, the magic lies in live, one-off experiences that blend culture, spectacle, and human connection.
For DMOs, the lesson is clear. Don’t just curate what you already have, produce what the world wants to experience next. Think like an impresario, not just a custodian. Build anticipation, create drama, deliver emotional highs, and send your audience home wanting more.
Live Tourism: Turning Events into Destination Magnets
Join Matthew Gardiner at the WTM Marketing Summit on Thursday 6th November for Live Tourism: Turning Events into Destination Magnets, where he will be joined by an industry panel in a powerful session that explores how destinations are harnessing the energy of live events, festivals, and performances to attract visitors, extend stays, boost local economies, and build stronger tourism brands.
If you want to understand the future of tourism marketing, this is it. Live tourism is the new frontier and the destinations that embrace it will become the ones travellers can’t resist.
Matthew Gardiner is a highly networked and commercially driven marketing and business development leader with deep expertise in the global travel industry. He has a proven track record of leading high-performing teams, driving large-scale business transformations, and delivering impactful global marketing strategies across a diverse portfolio of organisations, from innovative start-ups to FTSE 100 and NYSE-listed companies.
A sought-after keynote speaker and panelist, Matthew is known for delivering engaging insights on the future of tourism, destination marketing, and business transformation. He plays an active role in shaping the industry as Director of Travel Massive London, a member of the Institute of Travel & Tourism’s Education and Training Committee and as a Content Advisor to World Travel Market.
Recognised as a finalist in the 2023 Everywoman Awards as a Male Agent of Change and previously named one of TTG Media’s “30 under 30”, Matthew thrives on bringing people and ideas together to create lasting impact.