Image 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 tailored to each destination’s unique tourism objectives,” said Joe Nicolas, CEO – MENAT at UM Worldwide.
He explained that major international events like Qatar’s hosting of the 2022 FIFA World Cup demonstrate how headline-grabbing occasions can build global awareness for destinations. “Having attracted over 1.4 million international visitors, this approach effectively spotlighted Qatari culture, infrastructure, and hospitality on the world stage,” he said.
Signature recurring events create sustained visitation patterns throughout the calendar year, according to MCN’s Blueprint for Transforming Moments into Tourism Legacies.
“Each of these event approaches can generate immediate tourism revenue while reinforcing destination positioning, creating compelling reasons for both first-time and repeat visitation across different market segments, said Nicolas. “The key is selecting the right event strategy to align with specific tourism development goals.”
The report transforms destination marketing through four key principles:
- Tailoring by mindset: Moving beyond demographics to understand travellers’ emotional drivers. Tourism players are focusing so much on building and supplying, but we also need to understand what people want.
- Finding rhythm: Establishing recurring signature events that build destination identity rather than relying on isolated mega-events, giving travellers predictable reasons to return.
- Designing for desire: Creating anticipation and emotional connection that begins before booking. It’s not just bringing events to countries; it’s developing a fan base.
- Accelerating collaboration: Fostering ecosystem-wide coordination among airlines, hospitality providers, venues, and communities to create seamless traveller experiences.
“This approach helps regional leadership transition from mere event hosting to intentional legacy planning that creates emotional connections bringing visitors back repeatedly, transforming short-term successes into enduring economic and cultural assets,” explained Nicolas.
Emotions and live events are marketing non-negotiables for tourism today
In terms of non-negotiables that must be considered while building destination marketing strategies, tapping into audience’s emotions and capitalising on live events is paramount.
“One thing our research made clear: travel is an emotionally nuanced and a deeply personal endeavour. How we travel has become a sophisticated reflection of our identity,” said Jess Francis, Research Director, McCann Truth Central, McCann Worldgroup. “Forward-thinking marketers require far more than rudimentary demographic data; they need deeper emotional understanding of their refined audiences and the complex motivations driving their travel decisions.”
She explained that tourists are no longer driven by merely ticking destinations off a bucket list or the outdated binary of business versus leisure. “Discerning travelers are journeying to rejuvenate, reconnect, and discover extraordinary experiences – often pursuing all these aspirations simultaneously,” she said. Therefore she poses the question: How are you catering to cultural discovery travellers? Adventure seekers? Luxury revellers?
Another non-negotiable is the untapped long-term potential of live tourism.
“Only 25 per cent of travellers have ventured abroad specifically for a live event, yet 74 per cent express genuine interest in doing so,” Francis said. “This substantial gap between desire and action represents an exceptional opportunity.”
To bridge this divide Francis suggests designing a connected ecosystem around the event itself; with anticipation-building content, timely incentives, and trip-stretching offers that transform an event into a more holistic and fulfilling experience.
Communicating the value of visiting the Middle East to global audiences
The Middle East stands at a transformative moment in its tourism evolution – one defined not by legacy, but by boundless possibility. While iconic cities like London, Paris, and New York carry identities shaped over decades, MCN’s Blueprint finds that the Middle East is actively crafting its distinctive narrative on the global stage.
“For marketers, this presents a rare opportunity to showcase the region’s unparalleled variety, evoke powerful emotional connections, and participate in constant reinvention,” Francis said. “This is a region where travellers experience breathtaking contrasts – ancient historical wonders alongside futuristic architectural marvels, legendary hospitality traditions meeting bold contemporary cultural expressions – often within a single journey.”
Live events have emerged as a critical gateway for new visitors, with 77 per cent of travellers saying events help them discover new places and it’ll be important to build on that momentum. The strategy is clearly resonating: 85 per cent say their perception of the region improved after visiting.
MCN’s Blueprint suggests that now is the moment to build on this momentum – by spotlighting the variety across the region, and by honing the unique identity of each destination while reinforcing the collective draw.
