The Rise of Immersive Activations & Their Impact on Global Tourism Post-Pandemic

Although the recent pandemic (or not so recent really) took an unfathomable toll on the worlds events and tourism stage, I have watched how some areas have shot up in growth. Yes here in Australia we saw a large number of Exhibitions, Festivals and key events shrink both in physical size and in attendance, or even fade away completely, What has arisen from the COVID ashes in my opinion is the Immersive Events/Exhibitions

Over the past few years (2021–2025), we've seen a remarkable shift in the way people experience events. While immersive exhibitions have always played a role in the events landscape, I believe the pandemic accelerated their growth in scale and influence globally.

Think big: exhibitions like Harry Potter, The Art of the Brick, and Bubble Planet aren’t just displays—they’re fully immersive, interactive experiences that engage all your senses. Fans can step into Hogwarts, explore intricate LEGO sculptures, or dive into fantastical worlds, creating emotional connections that last.

Industry experts like Jane Smith from Travel Trends Weekly noted that these activations are “redefining the visitor experience,” turning passive viewing into active participation. That's what I think event goers want this day and age, To be enveloped in the story itself.

And the benefits extend beyond just the visitors. These long-term exhibitions, some installed and open for up to 6 months, are economic catalysts—they attract tourists, boost local businesses, and extend stays. When Harry Potter’s exhibition hits cities like London or New York, local hospitality and retail sectors see a real uptick.

Cities are leveraging these events to position themselves as cultural and experiential hubs, even more so then before, According to the World Tourism Organization, there's a clear global trend: travellers now prioritize meaningful, immersive experiences, which translates to increased spending and loyalty.

Looking at Australia, the post-COVID recovery has been impressive. In 2023, spending on events and cultural activities surged by around 35% compared to pre-pandemic levels (Australian Bureau of Statistics). Notably, about 20% of this growth is driven by immersive activations and exhibitions, highlighting their crucial role in sector recovery. 20%, this is only the surface of what is capable when you're able to truly engage your audience.

So, what’s next? from what I'm watch I'd say the future of immersive experiences is incredibly promising. Thanks to advances in virtual reality, augmented reality, and AI, we can expect even more personalized, innovative encounters—think AR storytelling at historic sites or virtual explorations such as the current Titanic VR experience in Melbourne.

Sustainability will also play a key role. Virtual and hybrid experiences can reduce travel’s environmental footprint, making tourism more inclusive and eco-friendly.

On top of that, collaborations between tech companies, artists, and destinations will create experiences that are not only fun but also educational and meaningful—building deeper emotional connections, encouraging repeat visits, and fostering a sense of community.

Believe me when I say immersive experiences are just getting started, and they will continue to shape the future of how we explore, celebrate, and connect with cultures around the world.