New Report: The Power of Play and Its Impact on Global Tourism
New Report: The Power of Play and Its Impact on Global Tourism
This report is scheduled to be released later this year. Sign up today to receive your copy when it launches.
As consumer preferences shift toward more experiential travel, destinations that embrace entertainment, sports, and cultural tourism will be better positioned to attract both regional visitors and international travelers.
This report will examine the rising importance of “play” — defined through the lens of an October 2024 Skift and Qiddiya survey on entertainment, sports, and cultural (ESC) tourism — within the global travel landscape, identifying key trends that will shape the future of destination development.
Through a combination of data analysis and executive insights, the report will provide actionable recommendations for travel executives, developers, and public-sector stakeholders. It will also offer a roadmap for how destinations can leverage play to achieve long-term growth, ensuring sustained relevance in the global tourism landscape.
What you’ll learn in this report:
- Data from a global survey of over 2,500 travelers and 320 travel executives on the importance of participating in entertainment, sports, and cultural tourism
- More than 70% of travelers agreed that entertainment, sports, and cultural experiences when they travel has become more important to them in the past five years — learn what this means for destinations and travel executives
- 68% of travelers agreed that they are willing to spend more on travel that’s planned with an entertainment, sports, or cultural experience as the primary reason for their trip
- Millennials are far more likely than other age groups to travel and spend more for play
- 84% of executives agreed that they are excited about the idea of investing in a new destination designed exclusively around sports, entertainment, and culture
- Musical performances, theme parks, and sporting events are the top reasons travelers will plan a trip around an experience — find out who they want to go with and how far they’re willing to go