Event Tourism Reimagined from Screen to Scene

There's a whole world to choose from when it comes to travel, and while that's a dream come true for any globetrotter, choosing the destination for your next adventure can be overwhelming at times. When too many choices leave you feeling stuck, a little bit of inspiration can go a long way. Inspiration is all around us, especially in our everyday lives, even at the touch of our fingertips. New hit documentaries about real-world events are inspiring fans, old and new, to seek out the events and make them the centrepieces of their travel plans, becoming part of the narrative and community. 

On the heels of Taylor Swift's Eras Tour and its accompanying documentary that drew millions of travellers to 51 cities across five continents, it's never been more evident that event tourism is one of the hottest travel trends today. According to Bloomberg Economics, Swift’s tour was the highest-grossing tour of all time and contributed $4.3 billion to American gross domestic product (GDP). But inspiration doesn't just come from epic concerts and a doc from the world's biggest pop star. Gripping sports docs and deep dives into cultural events also capture the intimate magic of real people and bring their inspirational stories to us in the comfort of our homes. Only travel, however, is capable of bringing you into these moments. 

Maybe it's the underdog triumph in Welcome to Wrexham drawing you to the energy of a football match in Wales or the high-speed drama of F1: Drive to Survive fuelling your dream of witnessing a Grand Prix in Monaco. These are the two most popular examples of event-based documentaries spurring tourism and new investments. Welcome to Wrexham—released in 2022—played a huge role in the town’s 50% increase in tourist revenue from 2018 to 2023, according to the Wrexham County Borough Council. The Sports Emmy-winning F1: Drive to Survive—released in 2019–acted as a catalyst to Formula 1’s four consecutive years of top-line growth and a 55% increase in live spectators from 2017 to 2021, according to Formula1.com. 

The beauty of this new wave of documentary-inspired travel is that it goes beyond traditional "setjetting." It's not just about visiting a filming location but stepping into a real, living story. A skilled director, audio engineer, and editor can bring the roar of an F1 engine to your living room, the pop from the crowd after a game-winning goal, or the electrifying energy of a stadium of voices singing in unison as your favourite artist performs. But only travel allows you to witness it live, turn around and ask, "Did you see that?!" with fellow fans, old and new. 

Only travel lets you become a part of the narrative and carry it on as you leave the Grand Prix in Monaco and celebrate with a night out at the legendary Casino de Monte-Carlo or share a post-match pint at a local pub after watching Wrexham get promoted to League One. By immersing yourself in the cultures and history of these events, you elevate them beyond anything you might watch on a screen. They become unforgettable moments that you can touch and feel. And with an ever-growing library of documentaries about the world's most fascinating stories, there's no shortage of inspiration for your next adventure, potentially sparking lifelong fandom and tradition. Why just watch when you can experience it for yourself?