Event Tourism Brings a Comprehensive Economic Effect
A global trend in tourism is the shift in the philosophy of travel. The race to collect “visited” countries is being replaced by a quest for emotions created not only by a specific location but also by events taking place within it: cultural, sporting, musical, ethnographic, and so on. The depth of personal impressions is beginning to be valued higher than a geographical checkmark in a notebook.
In the context of this economic model, an event is viewed not merely as a holiday or entertainment activity, but as a strategic tool for territorial branding, built upon cultural codes and creative industries. It allows small or, say, depressed territories to make themselves known, including on the world stage, attracting the attention of media, tourists, and investors without massive capital investments, relying instead on the power of imagination, talent, and people’s engagement—their co-creation.
A key feature and advantage of event tourism is that visitors, in addition to access to an object—a museum ticket or hotel room (traditional tourism)—receive an emotional aftertaste and impressions that last a long time and foster loyalty. A festival or performance, for example, exists in a “here and now” format, creating a unique moment that stimulates guest interest. Co-creation also plays a significant role; when a tourist stops being a passive consumer and becomes a participant—helping organize an impromptu play, painting a mural at a festival, or joining a master class—their emotional attachment to the place increases.
It should be noted that Belarus’s event calendar offers hundreds of vibrant activities year-round for both guests of the country and Belarusians themselves: from large-scale arts festivals and historical reenactments to local gastronomic holidays, fairs, and ethnographic rituals in the regions. For instance, the summer music and tourism season in Minsk has been running for over ten years in Verkhny Gorod, as well as in the Trinity and Rakov suburbs. Notably, this year’s program has expanded beyond the historic center of Minsk, which serves as an indicator of the project’s success and demand. Another example is the Festival of Spiritual and Academic Organ Music held in Pinsk for the sixth consecutive year, where, alongside solo and ensemble evenings, screenings of silent films accompanied by live organ music are organized. Such diversification of events makes Belarus an attractive destination for various categories of tourists: from music and sports fans to history and ethnography enthusiasts.
Viewing event tourism through an economic lens, one can confidently speak of a “cascading effect,” where every ruble earned through event tourism circulates in the local economy multiple times, generating additional added value. There are direct revenues: ticket sales, merchandise, sponsorship contracts. These incomes are recorded immediately during the event. An indirect effect is formed by guest spending in shops, hotels, and restaurants. Rising incomes for employees of these enterprises stimulate demand in the respective region, leading to economic revitalization. This creates the so-called multiplier effect.
However, risks must also be acknowledged. Despite the high potential of this sector, there are pitfalls. One such risk is “territorial burnout,” where overly mass events can destroy the authenticity of a place. It is fundamentally important to find a balance between accessibility and preserving the character of the location. Seasonality also plays a significant role, as events are often short-term. The solution lies in creating a sustainable ecosystem where the festival is merely the tip of the iceberg, with the foundation being a year-round cultural environment. The event is the basis and bright climax, but its spirit must be supported permanently.
The event industry is a “wheel that needs to be constantly turned,” as creative products are highly dependent on trends and quickly become outdated. They require dynamic updating and the generation of new ideas and meanings. It is necessary to delicately combine tradition and development.
In recent years, Belarus has indeed focused on developing event tourism and infrastructure for hosting guests, ensuring not only economic growth but also strengthening the country’s image as a modern and open state. It is important to look beyond just festival culture here. The development of sports facilities contributes to this: ski resorts, ice palaces, biathlon tracks, and the reconstructed Dinamo Stadium, which allows for hosting world championships. Secondly, business tourism: conference halls in luxury hotels and the Minsk Arena attract business conferences, exhibitions, and forums, stimulating the hotel sector and related services. Separate attention is paid to service quality, with hotels and restaurants implementing international service standards. Thus, event tourism transforms the culture and creative resources of a territory into economic benefits, making it a vital element of the strategy for developing the creative economy at both the city and regional levels.
Olga MATSKO, Analyst at the Belarusian Institute for Strategic Research
Source: Belarus Segodnya
