From international concert tours and sporting competitions to industry conferences and cultural festivals, major events have become powerful drivers of tourism. The excitement generated by recent global tours such as Bad Bunny's is undeniable: tickets sell out within minutes, hotels fill up quickly and destinations prepare to welcome thousands of visitors eager to be part of the experience.  

However, as events grow in scale, so does their environmental and social footprint. This presents an opportunity for destinations and event organisers to work together to create experiences that not only attract visitors, but also generate lasting benefits for communities and the environment.

Major events, major opportunities: advancing sustainable tourism through events 

One of the greatest sustainability challenges associated with major events is their environmental footprint. Travel by attendees, artists, suppliers and event crews often represents the largest source of emissions, while energy consumption, water use and waste generation can place additional pressure on local resources.   To reduce environmental impacts, organisers and tourism stakeholders can:  

• Encourage public transport, shared mobility and lower-carbon travel options.

• Prioritise venues with strong environmental credentials and energy-efficient infrastructure.

• Increase the use of renewable energy wherever possible.

• Reduce water consumption through efficient facilities and operational controls.

• Minimise food waste and prioritise locally sourced and seasonal catering.

• Replace single-use items with reusable or recyclable alternatives.

• Measure and monitor emissions to identify opportunities for continuous improvement.

Major events have the potential to create meaningful benefits for visitors, employees and host communities. Whether organising a large entertainment event or welcoming thousands of travellers to a destination, the objective should be to create positive and inclusive experiences that leave a lasting legacy.   Key priorities include:

• Ensuring safe, inclusive and welcoming environments for all attendees.

• Providing accessible venues and experiences for people with different needs.

• Promoting diversity and representation across speakers, performers, staff and suppliers.

• Supporting fair working conditions throughout the event value chain.

• Prioritising local suppliers and businesses where possible.

• Creating economic opportunities that benefit host communities.

• Engaging residents and stakeholders to maximise the event's positive legacy.

Delivering sustainable events requires collaboration across the entire tourism ecosystem. Event organisers, destinations, accommodation providers, transport operators and local authorities all have a role to play in turning sustainability commitments into measurable outcomes.  

Strong governance can be supported by:  

• Setting measurable sustainability targets before the event.

• Embedding sustainability criteria into supplier selection and procurement processes.

• Collecting data on energy use, waste, mobility and social impact.

• Regularly monitoring progress against established objectives.

• Reporting results transparently to stakeholders.

• Communicating achievements and challenges honestly to avoid greenwashing.

• Using lessons learned to improve future events.

Major events will continue to play a crucial role in attracting visitors and generating economic activity. Yet their success can no longer be measured solely by ticket sales, visitor numbers or hotel occupancy rates.

Looking to put these principles into practice? The Sustainable Events Checklist developed by the United Nations Global Compact Network Spain offers practical guidance to help organisations align event management with environmental, social and governance best practices.

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