Big events: expectations vs. results

Promises of growth and structural risks go hand in hand: big events continue to be a powerful driving force behind territorial development.

Big international events often come with huge expectations of growth in tourism and an enhanced reputation for the host areas. In public and political debates, it is frequently claimed that events such as the Olympics can raise a location’s global profile and raise demand among visitors.

However, there are also numerous studies that urge caution: the actual impact on tourism and the economy can vary significantly and it may not be as large as initially expected. For instance, take the hotly debated Milano Cortina 2026 Winter Olympic Games. It is a very topical example of an initiative that was predicted to have a positive outcome but also raised questions about whether such enormous events can have widespread, long-lasting effects.

Real advantages or uneven growth?

Even when there are benefits, they are rarely universal. The vast majority of those who gain from big events tend to be in the areas directly involved and in the fields best placed to capitalise on demand. Milano Cortina 2026 is no exception. The main impact is expected to be on the host regions, where the infrastructure and major tourism flows are

There are concrete opportunities for many local businesses, including an increase in visitor numbers, new jobs – approximately 36,000 according to estimates – and a higher international profile. At the same time, pressure on prices, greater competition and the risk of overtourism are just some of the issues that come up again and again. Various observers have underlined that huge events are often affected by the same three structural issues: going over budget, localised environmental impacts, and an uncertain legacy. This all leads to growth that is potentially substantial but also the preserve of a select few, meaning it can widen the gaps between different areas and businesses.

After the events

Only after the end of a big event does it become clear whether it has been a genuine game changer for tourism or only brought about temporary changes. Some destinations are able to make the most of the media attention and consolidate new tourism flows, especially when the event is part of a clear, ongoing positioning strategy. In other cases, the sharp rise in demand quickly tails off after the event ends and things either go back to how they were before, or only certain areas reap the benefits. Recent studies have highlighted that the impact on tourism depends to a large extent on the type of event, as well as on seasonality and the area’s long-term capacity to keep visitors coming.

Consequently, while the potential of big events is acknowledged in the contemporary tourism industry, they are increasingly deemed insufficient by themselves. They can shine the spotlight on a destination, but unless there is a follow-up strategy involving aspects such as local marketing, integrated tourist packages and engagement of local businesses, there is a danger that events of this kind will only lead to an eye-catching but short-term upsurge in demand, without any substantial, lasting effects.