The Main Event: How Sports, Events and Experiences Drive Destination Growth

Stockholm: Soft Power, Real Impact

Caroline Strand, Deputy CEO of Stockholm Business Region, took the stage to share that “events don’t change cities, people do.” In Stockholm, events are designed to deliver more than visitor numbers; they contribute to resident pride, quality of life and the city’s strong global positioning.

And the data shows just that—4 out of 5 residents believe hosting events is important, and two-thirds say they feel proud when the city does. From sports championships to large music experiences, events showcase Stockholm’s identity as an innovative, sustainable, world-leading city.

She emphasized that what many call “soft power” is actually Stockholm’s hard power: being perceived as an attractive destination is now the second-most important factor after a strong and stable economy.

Caroline left the audience with a great reminder that when events align with values and engage residents, they create lasting impact for both community and reputation.

Nashville: Music, Moments and Momentum

Nashville’s story is proof of what happens when a destination aligns its brand with authentic, unforgettable experiences.

Heather Middleton, Chief Marketing Officer for the Nashville Convention & Visitors Corp, shared how the city declared itself Music City in 2003, backed by more than 150 community leaders. From the Music City Walk of Fame to live music in the airport, the brand moved beyond just a slogan to become a lived experience.

Today, events are Nashville’s #1 tourism driver, with 62% of visitors citing them as their primary reason for visiting. Nashville doesn’t just host events; it creates them. Two of the city’s largest one-day events, Let Freedom Sing! Music City July 4th and New Year’s Eve Live: Nashville’s Big Bash, are produced in-house, attracting hundreds of thousands of attendees and generating millions in visitor spending.

Heather’s advice? Lean into your brand, be patient, think big and collaborate with your partners. When a destination aligns its strengths with bold, strategic experiences, the impact lasts far beyond a single moment.

Colorado Springs: Authentic Roots, Global Stage

Alexea Veneracion, Director of Communications at Visit Colorado Springs, shared the city’s journey to becoming Olympic City USA, proving that authenticity and community alignment go a long way.

With roots in health and wellness, and as home to the U.S. Olympic & Paralympic Committee since 1978, the city built on its strengths by investing in venues like the U.S. Olympic & Paralympic Museum and Robson Arena, while engaging a broad task force to secure community buy-in.

Events brought the brand to life. During the 2024 Paris Games, a campaign featuring Olympian Missy Franklin invited visitors to “experience the Games” in Colorado Springs. The result: $80.6 million in economic impact and more than 109,000 room nights in a single year.

Alexea’s takeaway for the audience was to root your brand in what’s real, bring your community along and let events support turning brand identity into impact.