The global discount events and experiences market was valued at $77.4 billion in 2021 and is projected to reach $202.6 billion by 2031, growing at a CAGR of 7.6% from 2022 to 2031.
Discount events and experiences refer to various event and experience services offered to consumers at discounted prices through organizers and discount sellers such as Zouton, Bookmyshow, Eventbrite, Groupon, and Clarion Events.
Key Segments
By Service Type: Driving, Food & Drink, Spa & Beauty, Tour & Travel, Sports, Sightseeing, Theater & Events, Arts & Crafts, and Others.
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Notable Segment Insights
The tour and travel segment dominated the market in 2021 with a 22.7% share, driven by rising disposable income and growing millennial desire to explore new places. The sector, after a major COVID-19 setback, is recovering with the help of AI and app-based technologies that give consumers end-to-end control over their travel experiences. alliedmarketresearch
The sightseeing segment is expected to witness the highest CAGR of 8.7% from 2022 to 2031, fueled by economic growth, increased availability of air travel, and a growing consumer appetite for unique experiences.
Regional Outlook
Europe dominated the global market in 2021 with a 36.9% share, followed by North America at 29.8% and Asia-Pacific at 28.0%. Asia-Pacific is estimated to be the fastest-growing region, driven by a surge in exhibitions, concerts, and sports events. alliedmarketresearch
Europe’s dominance is underpinned by the high participation of its population in sports and recreational activities — Eurostat data shows that around 44% of the EU population engaged in sports or physical activities at least once a week in 2019 — along with rising online ticket booking adoption and higher personal disposable incomes.
In Asia-Pacific, China’s expenditure on travel and entertainment doubled from 5.5% in 2011 to 11% in 2017, reflecting the strong growth potential in the region driven by a large middle-income and millennial consumer base.
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Market Drivers
Rising disposable incomes, increasing consumer spending on leisure, and growing indulgence in adventure and recreational activities are the primary demand drivers. Recreation spending in the U.S. rose 24% from 2012 to 2017, while UK spending grew 17% over the same period.
Corporate event sponsorships in sports, music, arts, and entertainment also play a significant role, helping brands build loyalty and reach wider audiences.
The democratization of information via the internet is another key enabler. According to the ITU, around 4.9 billion people had internet access in 2021, facilitating easier discovery and booking of discounted experiences through platforms like TripAdvisor, which hosts over 730 million reviews of more than 8 million properties and attractions.
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Demographic Opportunity
The large millennial and Gen Z population presents significant growth opportunities, as these generations spend more on experiences than on products. According to The Brookings Institution, around 50.7% of the U.S. population consisted of millennials, Gen Z, and younger generations in 2019. alliedmarketresearch
Key Players
Leading players include Groupon, Eventbrite, Zoutons, GrabOn, Virgin Experience Days, Activity Superstore, Buyagift, Red Letter Days, GFM ClearComms, Anschutz Entertainment Group, CL Events, Clarion Events, DRPG Group, and Entertaining Asia.
