"Malika Kazakova an expert in entertainment business and large-scale event production examines the role of show programs, performances, and cultural events in the development of the tourist attractiveness of regions. The interrelation between the entertainment industry, cultural tourism, and economic growth is analysed. Examples from Asia, Europe, and America are considered, where shows and productions become key tools for positioning a territory on the international stage. The importance of technologies, creative industries, and intercultural exchange in increasing the competitiveness of regions is emphasised."
"In the modern world, tourism has ceased to be only movement from point A to point B. People are increasingly seeking unique experiences, and show programs are becoming their central part. Concerts, theatrical performances, festivals of light and dance not only entertain the audience but also form the cultural image of the region. According to UNWTO (2023), more than 40% of international tourists choose their travel destination based on cultural events."
"Las Vegas is associated with large-scale Cirque du Soleil shows and concerts of world stars. Paris strengthens its image through the cabaret Moulin Rouge and theatrical festivals. Singapore uses shows at Marina Bay Sands as part of its strategy for attracting tourists. Thailand (Bangkok, Phuket) actively develops show programs combining traditional dances, modern choreography, and multimedia. In these examples, cultural events become "magnets" for tourists and a factor that extends their stay in the region."
Show programs, performances, and cultural events serve as central tourist experiences that shape regional cultural images and attract visitors. Over 40% of international tourists select destinations based on cultural events, making performances a strategic marketing resource. Iconic productions and festivals — such as Cirque du Soleil in Las Vegas, Moulin Rouge in Paris, Marina Bay Sands shows in Singapore, and multimedia dance productions in Thailand — act as magnets that increase length of stay. Economic benefits include spending on accommodation, dining, transport, and services beyond ticket revenues. Technologies, creative industries, and intercultural exchange boost regional competitiveness and international positioning.
Read at London Business News | Londonlovesbusiness.com
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