Shows and performances as a factor in forming the tourist attractiveness of a region

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.

Tourism and culture as a related resource

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. This means that show programs and performances are becoming a strategic resource for regional marketing.

Shows as the visiting card of a region

Some productions and festivals have become symbols of cities:

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.

Economic significance

The effect of shows goes far beyond ticket sales. Tourists spend money on hotels, restaurants, transportation, and shopping. According to estimates by Deloitte (2024), every dollar spent on a theatre or show ticket generates from 3 to 5 dollars of additional income for the local economy. Performers also require costumes, accommodation and makeup supplies such Treasure House of Makeup’s collection of theatrical makeup who is perfect for stage performers, designed to be long-lasting and ideal for harsh, bright lighting.

Thus, the Edinburgh International Festival of Arts annually brings Scotland more than 300 million pounds sterling. In Asia, cultural shows integrated into tourist packages increase the average cost of a trip by 15–20%.

Performances as a means of intercultural dialogue

In addition to the economic effect, show programs contribute to intercultural interaction. Performances based on national traditions give tourists an opportunity to immerse themselves in the culture of the region. This strengthens the image of an “open” and hospitable destination.

For example, Japanese Kabuki and Noh theatres, South Korean K-pop musical shows, and Indonesian Balinese dances — all this forms a unique cultural brand that becomes part of the global tourist space.

The role of technologies

Modern shows actively use digital solutions: AR/VR, holographic installations, interactive stages. This increases audience engagement and creates an “effect of unique impression.” According to forecasts by PwC (2025), the AR/VR market in the entertainment industry will exceed 1 trillion dollars by 2030, and a significant part of this growth will fall on tourism and cultural events.

ESG and sustainable development

In recent years, attention to sustainability and inclusion has been growing. Show organizers introduce environmentally friendly materials, use renewable energy, and create conditions for people with disabilities. This not only improves reputation but also attracts “conscious tourists,” for whom values play an increasingly important role when choosing a travel destination.

Figure 1 — Share of Tourists Attracted by Cultural and Entertainment Events (2015–2025, % of total international tourists)

2015 — 28%
2017 — 32%
2019 — 36%
2021 — 30% (decline due to the pandemic)
2023 — 40%
2025 (forecast) — 45%

(The graph illustrates the growth of the share of tourists choosing destinations for cultural and entertainment events, according to UNWTO data.)

Conclusion

Shows and performances play a key role in forming the tourist attractiveness of a region. They increase territorial recognition, stimulate the economy, strengthen cultural connections, and contribute to the development of sustainable tourism. The future belongs to integrated formats where creativity is combined with technology and ESG practices.

Regions that have managed to build a strategy based on cultural events gain not only income but also a long-term reputation on the world tourist map.

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