Wego CEO Mamoun Hamidan: Events Have Become a Key Driver of Regional Travel

Concerts, festivals, and cultural and entertainment events have become a significant factor in travel decisions, having evolved from supplementary activities within travel itineraries to primary drivers for destination choice, particularly for short holidays and regional trips. As travelers increasingly seek new experiences, travel platforms are developing services that align with this shift, linking events with flight bookings, accommodation, and tourism activities.

In this interview, Mamoun Hamidan, Chief Commercial Officer at Wego, discusses the key transformations shaping the travel market in the region, the impact of major events on traveler movements, how short trips are evolving into comprehensive tourism experiences, and the role of travel platforms in responding to this growing trend. The following is the transcript of the interview:

■ How do concerts, festivals, and cultural events influence travelers’ preferences and plans for short regional holidays?

Events serve as a primary travel driver, especially for short regional trips. At Wego, we have observed a notable shift in this trend: travelers are increasingly using events as the starting point for planning their trips, whether it involves concerts, festivals, or cultural activities during weekends, and then searching for flights and accommodation accordingly. This trend reflects a broader shift toward “experience-based travel,” where the event itself becomes a primary reason to travel and explore a nearby destination, rather than merely an add-on to a travel itinerary.

■ What do Wego’s data reveal about travel trends linked to events and short holidays in the region?

Event-driven travel is a dynamic field reshaping the concepts of time and space in trip planning. Often, travelers do not have a fixed destination in mind until they discover a prominent event that motivates them to search for flights and hotel bookings. For travelers in the region, the short duration of flights plays a pivotal role in facilitating attendance at events during short holidays and encouraging this travel pattern. By tracking changes in search trends, Wego’s data provide deeper insights into the direct impact of events on travel demand and interest in new destinations.

■ Have you noticed an increase in travelers’ interest in exploring broader experiences in destinations hosting major events?

While the event is often the primary motivation for the trip, travelers rarely limit themselves to attending it alone. Instead, they strive to have a broader experience when planning their holidays, whether by extending their stay, visiting local landmarks, trying new restaurants, or exploring the city. From a travel platform’s perspective, this trend creates a link between demand generated by a specific event and the desire to discover other experiences in the same destination. Thus, a short trip to attend a particular event can transform into a comprehensive experience that goes beyond the event itself.

■ How can destinations and travel platforms respond to the growing demand for event-driven travel?

The shift of events into a primary travel driver presents a significant opportunity for the tourism and travel sector: making events an integral part of the booking and trip planning experience. Travelers no longer wish to navigate multiple disconnected websites; instead, they prefer seamless experiences that allow them to discover flights and hotels alongside the experiences and events they wish to attend. At Wego, we are committed to keeping pace with the growing demand for this type of travel experience by connecting travelers with options most relevant to their interests and helping them transform a single event or cultural experience into a complete, well-organized short holiday.