How destination festivals are reaching new audiences
While soaring costs and shrinking margins have a stranglehold on many greenfield festivals, a growing number of promoters are betting on a different model entirely...
Feature By Lisa Henderson | 1 September 2026
While greenfield festivals wrestle with punishing economics, brutal competition, and increasingly fickle fans, destination festivals are building a resilient business model that capitalises on superfan culture.
The definition of a destination festival is often disputed, but 100x Hospitality’s CEO Dan Berkowitz legally classifies them as “an event where 75% or more of the people are buying accommodations with their ticket”.
The format is simple – a few thousand diehard fans, a luxury location, all-inclusive ticketing, and a handful of days…
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
