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Campaign Middle East
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Shantelle Nagarajan
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How marketers can capitalise on live events to transform regional tourism

Shantelle Nagarajan
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MCN reveals prominent insights into understanding the modern traveller, revealing how marketers should shape their strategies on tourism in the region.

tourismImage by MCN.

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


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Tags:consumer insightsJess FrancisJoe NicolasMCNMCN BlueprinttourismTransforming Moments into Tourism LegaciesTravelUM MENAT
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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