Traveler demand for play is redefining how travel companies approach their global tourism strategy. As consumer preferences shift towards experiences over material goods, the increasing importance of entertainment, sports, and cultural (ESC) events signals a massive opportunity for destinations and travel companies.

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The second half of this decade will see a groundswell of activity aiming to capitalize on the power of play. Because ESC tourism is evolving into a primary motivator for traveler spending, destinations prioritizing theme parks, recreation, sports, music, esports, and arts can differentiate themselves by aligning with evolving consumer interests.

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A new global survey from Skift and Qiddiya City revealed that travelers are willing to increase their budgets to participate in ESC experiences, and they are being drawn more and more to play activities that suit their personal interests. Travel companies that ignore the leading edge of this opportunity may miss the boat and fall behind competitively on the global stage in the years and decades to come.

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In this report:

• Data from a survey of more than 2,500 travelers and 300 travel executives: Find out why participating and investing in entertainment, sports, and cultural tourism has become a global phenomenon.
• 93 percent of executives and 86 percent of travelers agreed that participating in play activities is important to an overall sense of happiness and well-being: See how destinations and travel companies are recalibrating.
• More than 70 percent of travelers said that play has become more central to their travel plans in the past five years: Learn what this momentum means for the industry's future.
• 68 percent of travelers are willing to spend more on trips planned around play: Find out which demographics participate in different types of activities and how far they’re willing to go.
• 92 percent of executives agreed that a focus on play will become more critical in global tourism in the next five years: See what they’re doing to meet the moment.

• A Message from Qiddiya City
• Methodology
• Introduction: How Play Powers Today’s Traveler Journey
• Play Has Become a Focal Point for Global Travel Demand
• Play As a Supercharger for Travel Industry Competition 3. Industry Investment Across Individual Categories of Play
• Meeting Travelers Where They Are: Why Play Is Bigger Than a Single Event or Experience
• Sustainability and Safety Will Underpin Successful Play-Focused Destinations
• Conclusion: The Future of Play in Global Tourism