We analysed 250 cities to understand what makes a successful cultural destination.

Through our research we found that for city leaders looking to build profile and attract high-value visitors, major cultural events are among the most powerful tools available.

More powerful, in many cases, than building things.

Events like the Venice Biennale, Frieze Art Fair, and Seoul Fashion Week generate media visibility and place-branding impact that can rival permanent cultural infrastructure. They do so with less capital, shorter lead times, and immediate results.  Importantly, they do not always require
a long-standing cultural ecosystem, making them an accessible activation tool for a wide range of destinations.

 Across the Gulf, South-east Asia, and Africa, city leaders are asking how to compete internationally without waiting a decade for a new museum or concert hall to open. Major cultural events offer a credible answer. A well-positioned international event can achieve comparable reputational impact within a single programming cycle.

The economic case is compelling too. Our data shows that major cultural events attract high-value visitors who stay longer and spend more. They generate earned media. And they help cities build year-round cultural calendars that sustain visitor demand long after the event itself has ended.

The strategy is not events versus infrastructure. Cities that use major events to build profile create the conditions in which investment in permanent venues becomes easier to justify and to fund.

For city leaders and cultural policymakers, the implication is straightforward. Culture is not only a question of what you build. It is also a question of what you programme, and when.

Learn more about our cultural tourism work here.