Beyond AAA markets: The key to touring entertainment’s viability
IQ reports on how smaller markets can drive touring success when major city venues are oversubscribed
Feature By Francine Gorman | 18 June 2026
With the event calendars of venues in major cities oversubscribed, smaller markets are often key to the financial success of a touring experience.
New York, London, Paris, and Berlin are all names that we associate with bright lights, endless entertainment, streets teeming with cultural tourists, and event calendars packed to the brim with shows, immersive experiences, and exhibitions.
These AAA markets, where consumers flock to experience the latest offerings in touring entertainment, are synonymous with content exclusivity. But this…
This premium content is available to subscribers only.
Subscribe now to unlock unlimited access to all of our magazine content, annual reports, contact directories and more
