With the rise of the experience economy, live performances are poised to become sought-after activities by many tourists, year round, affirms a new research and policy brief intended to government and sector stakeholders alike.
Tourism, Festivals and Live Performances: Facts, Trends and Opportunities was researched and written as sector contribution to the new federal tourism strategy, which is expected to be launched this spring.
This brief describes the complementary roles of festivals and performing arts events in the tourist’s path to purchase. It highlights three trends that have a positive impact on the demand for live performances by tourists:
- A shift to new models of tourism focused on intangible experiences;
- The “Bleisure” phenomenon, which blends business travel with leisure time; and,
- Off-peak tourism, including winter tourism.
The brief articulates recommendations for the federal government for the purpose of the federal tourism strategy. It also identifies opportunities for the live performance sector to develop synergies with the tourism sector.
This brief was submitted to the Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie, and to the Honourable Pablo Rodriguez, Minister of Canadian Heritage and Multiculturalism.
Update – July 2022
In response to the federal government’s consultation for the new Federal Tourism Growth Strategy, CAPACOA prepared and submitted an updated brief on July 27, 2022.