What Boston and Iceland Learned From a Sold-Out Summer of Live Tourism
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Photo Caption: Lindsay Milne Grant of Meet Boston and Arnar Már Ólafsson of the Icelandic Tourist Board at Skift Transatlantic Summit in Dublin October 15, 2026. Skift / Bryan Brophy
Live tourism is a force in the travel industry, with one in five travelers saying they plan trips around live events and experiences. And often, when destinations and travel companies consider the benefits of hosting high-profile events, they think in terms of increased footfall. But when events happen in high season and tourism is already at peak levels, destinations must consider success from different angles.
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