Concert tourism is rapidly evolving into a high-value business segment, acting as a powerful trigger for travel demand and booking behavior across the tourism ecosystem. Major concerts and music events generate measurable economic impact, driving increases in flights, accommodation bookings and city breaks, while enhancing destination visibility and extending seasonality. For cities and tourism stakeholders, music-led traveling represents a strategic opportunity to attract experience-driven, high-spending audiences and convert cultural programming into long-term urban and tourism value.

Gastronomy has become a key driver of destination choice, influencing travel motivation, length of stay and visitor spending. Food-led experiences increasingly shape how cities are perceived, positioning local cuisine, chefs and culinary ecosystems as strategic tourism assets. Our culinary tradition, the use of local producers and PDO products highlight gastronomy as both cultural heritage and contemporary tourism value. For destinations and tourism stakeholders, gastronomy functions as a powerful storytelling tool that enhances authenticity, supports local economies and creates year-round demand, strengthening global positioning through food culture.

Theatre has emerged as a distinct driver of cultural tourism, attracting international audiences who travel specifically to experience iconic performances in landmark venues. From classical drama staged in historic open-air theatres to contemporary theatrical productions, theatre shapes strong cultural narratives, enhances destination appeal and extends the tourism season. Flagship theatrical programmes demonstrate how performance spaces become destinations in their own right. For tourism stakeholders, theatre operates as a high-value cultural asset, strengthening city identity, enriching the visitor experience and generating long-term cultural and tourism impact.

A series of inspirational speeches and case studies led by key stakeholders representing associations and international organisations, focusing on:
• Future tourism models
• Cross-sector collaboration
• The role of associations and institutions
• Cities as platforms for innovation and exchange