Cityscape Global 2025 | How Mega-Events Transform Cities & Investment Appeal

How do mega-events create economic value, strengthen city brands and support long-term investment? In this session, Fahd Hamidaddin, CEO of the Saudi Tourism Authority; Eng. Ahmed Al Juhani, CEO of Rua Al Madinah; Alessandra Priante, President of the Italian National Tourism Board (ENIT); and Gavin M. Faull, Chairman & President of Swiss-Belhotel International, join moderator Jane Witherspoon to explore how world-class events can drive tourism growth, attract investment and create benefits that extend well beyond the event itself. The discussion covers: • Why the success of mega-events is measured by economic growth, repeat visitation and investor confidence, not attendance alone • How Saudi Arabia has used major events and tourism seasons to accelerate destination growth and international awareness • The importance of converting short-term attention into sustained tourism and investment activity • Why legacy must be supported through infrastructure, connectivity, hospitality and community engagement • Lessons from Milan Expo 2015 and its continuing impact on tourism, investment and urban development • How mega-events strengthen city brands, attract visitors and support future investment opportunities • The role of collaboration between governments, tourism authorities, developers and hospitality operators in creating long-term value • Why visitor experience, destination marketing and cultural connections are critical to repeat tourism • The importance of connectivity, transport infrastructure and secondary destinations in supporting sustainable tourism growth • Insights into Rua Al Madinah’s development strategy and plans to accommodate millions of visitors while preserving Medina’s heritage and identity • How hospitality operators view mega-events as catalysts for investment, workforce development and destination competitiveness • The growing role of aviation, tourism ecosystems and integrated destination planning in supporting sector growth • Why authentic culture, hospitality and human connection remain key drivers of destination loyalty For tourism leaders, investors, developers, hospitality professionals and policymakers, this session offers valuable insight into how event-led development can support economic growth, attract investment and strengthen destinations over the long term. Subscribe for more conversations with the leaders driving tourism, hospitality, investment and destination development around the world. #CityscapeGlobal #CityscapeGlobal2026 #MegaEvents #SaudiTourism #RuaAlMadinah #Vision2030 #Hospitality #EconomicGrowth