ABSTRACT
Current debate in events tourism closely follows existing developments in the field with attention mainly on leisure studies and related activities and business events. This chapter, however, seeks to explore the ten key drivers identified by Yeomon et al. that affect future events in tourism as well as the main consumer trends that shape events tourism. Thus, this chapter highlights and discusses rapid shifts and innovative approaches pertinent for events tourism in the 21st century. The rise of social media and global showcasing of events have significantly increased interests and corresponding travel and tourism. Science and technological innovation, social connectivity, mega trends, big data, climate change, terrorism and global health phenomenon of biblical proportions are all significant considerations for current day events tourism stakeholders. With more informed and responsible travellers comes greater demand for the WOW factor, festivalisation and hybrid authentic events that are memorable, and instagrammable, requiring more focused education, training and professionalism.
