In today's rapidly evolving business landscape, festivals present a unique opportunity for brands to connect with potential consumers to showcase new products and enhance brand visibility. Recognizing the significance of this trend, YouGov conducted a survey across 18 international markets to uncover the most anticipated types of in-person festivals that consumers expect to attend in the coming 12 months.
YouGov data reveals that food and drink festivals lead the way across the globe, with two in five global consumers (43%) likely to attend such events. This is followed closely by film and theatre festivals (41%) and music festivals (37%).
In the UAE, the proportion of consumers who are likely to attend food and drink festivals in the next twelve months is considerably higher than the global average (at 67%), making it the top attraction.
Sports events show considerable appeal, with slightly more than half of UAE consumers (55%) expressing interest in attending these events. Similarly, comedy (54%) and music festivals (54%) are also likely to pull crowds in the near future.
Film & Theatre and Tech festivals come in next with nearly half of consumers showing interest in these events (53% and 49% respectively).
Auto and gaming festivals draw the attention of slightly over two in five consumers (42% each). Finally, E-sports festivals register the lowest expected attendance (40%), however, it is more than twice the global average (13%).
Our data further reveal preferences for different types of festivals among UAE consumers of various age groups. Food and drink festivals are notably most popular among 55+ adults (at 79%), while interest in tech, book, and auto festivals is relatively stable across all age groups. Young adults in the 25-34 age group are more likely than others to attend film & theatre festivals (58%) and E-sports events (46%).
Methodology:
YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 512 and 2034 or each market. All surveys were conducted online in February 2023. Data for UAE is based on a nationally representative sample of 1018 respondents. Learn more about YouGov Surveys: Serviced.
