THE NEWS: Live tourism has exploded into a $2.9 trillion global market, with over 70% of travelers saying they’re now more likely to plan trips around live events than five years ago. Concerts, sports, and festivals are driving this shift, with occupancy and rate spikes of 300–500% around major events. Hoteliers and airlines are pivoting to prioritize event-driven travel in their pricing, marketing, and infrastructure plans.
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