Travellers want more than just ticking off sights.
They want to feel part of something real. That’s where “live” tourism comes in.
It’s not just about seeing a place, it’s about being there in the moment. Whether that means living like a local, joining a street festival or watching a live tour from another country, it’s all about presence and connection.
What Live Tourism Looks Like
Live tourism can take many shapes:
- City walks streamed from a guide’s phone or camera, offering relaxed, unscripted tours of streets and landmarks
- Interactive sessions with local hosts who answer live questions and adapt the route based on what viewers want to see
- Shopping experiences where hosts show products from stalls or shops that can be bought directly from the stream
- Behind-the-scenes access to museums, performances or festivals that might not be open to the public
Because these moments happen live, people often feel more involved than they do when watching edited travel videos. They can take part, make requests and shape the experience.
Touring the World Through Live Streams
Not all travel happens on foot or in person. Live-streamed tourism has become a big part of how people explore the world, giving them real-time views of destinations from their own homes. What began as a way to cope during the pandemic has now become a lasting part of travel, used for entertainment, education, promotion and even shopping.
At its heart, this kind of travel is about shared real-time experiences. Viewers join live broadcasts hosted by locals, guides or content creators as they explore cities, landmarks and everyday life, often interacting with the stream as it happens.
Key Platforms in the Space
Several platforms are leading the way in live tourism:
- YouTube Live is home to creators like Tokyo Explorer, who shares real-time walking tours of Japanese cities with commentary on culture and daily life
- Twitch, once focused on gaming, now features real-life travel streams from creators like JohnnyFD and Indigo Traveller, showing street scenes and chatting with viewers
- Instagram and TikTok Live are great for short, spontaneous streams. These are popular for food tours, markets and quick cultural highlights, especially among mobile users
- Douyin and WeChat in China have taken things further. Hosts show viewers around locations while also offering in-stream purchases, bookings and tips
Real-Life Examples
- Live Japan City Walks: Streamers like Ramblin’ Randy and Tokyo Explorer walk through cities like Tokyo and Kyoto, often during festivals or rush hour. Viewers can ask to see something specific and get an instant reply
- Virtual Safaris in Africa: During the pandemic, companies like WildEarth ran live-streamed safaris from national parks in South Africa and Kenya. Viewers could see animals in real time and talk to expert guides. These streams continue today
- Live Market Tours in Vietnam and Thailand: Creators and tour companies stream from street food stalls, floating markets and craft villages. Viewers watch meals being made, learn local words and sometimes order items directly
- Museum Live Tours: Places like the Louvre, the British Museum and the Uffizi now offer live tours online. These often include live Q&A, close-ups of artworks and moments tailored to audience questions
- Festival Livestreams: Major events like Carnival in Brazil, Holi in India or Times Square on New Year’s Eve are now streamed live with commentary and audience interaction, letting people around the world join in
Why This Type of Travel Matters
Live-streamed tourism is more than just a trend. It’s a tool that helps:
- Give access to people who can’t travel because of age, cost, disability or political reasons
- Inspire future trips by showing real, unedited experiences
- Support local businesses by connecting them with a global audience who might become customers
- Build real-time communities through chat and interaction during tours
Travelling for the Moment
Many people travel for something that’s happening right now. Events bring emotion, urgency and meaning to a trip. They can be the main reason someone visits a place at a certain time.
Cultural and Religious Festivals
Festivals are a huge draw. They offer a way to see a place at its most alive, with music, dance, food, rituals and a strong sense of local pride.
Some standout examples:
- Diwali in India – a celebration of lights with fireworks, sweets and family gatherings
- Carnival in Rio de Janeiro – famous parades with music, floats and non-stop dancing
- Semana Santa in Spain – a deeply moving Easter week of processions and religious ceremonies
- Songkran in Thailand – Thai New Year marked by playful water fights across the country
These events allow visitors to take part in local traditions instead of just watching from the sidelines.
Music, Arts and Film Festivals
Creative events attract large crowds and help define a city’s identity. They mix entertainment with culture and often shape travel plans.
Popular festivals include:
- Glastonbury (UK) – iconic for music and performance
- SXSW (Austin, USA) – combining music, film, tech and ideas
- Edinburgh Festival Fringe (Scotland) – the world’s biggest arts festival
- Cannes Film Festival (France) – a prestigious showcase for international cinema
These events attract fans, professionals, media and creators, turning them into major tourism milestones.
Sporting Events
Sport has a way of pulling people in, whether they’re loyal fans or casual travellers. Live games and competitions create strong emotional experiences.
Some of the top draws:
- The Olympic Games
- FIFA World Cup and Champions League finals
- Super Bowl (USA)
- Tour de France (France)
- Formula 1 races in cities like Monaco and Singapore
- Wimbledon and other Grand Slam tennis tournaments
For many, these events aren’t just about sport – they’re about being part of history.
Seasonal and Natural Events
Nature also sets the schedule for many trips. People don’t plan these events, but they’re still time-sensitive and unforgettable.
Highlights include:
- Cherry blossom season in Japan
- Aurora Borealis in Norway, Iceland or Finland
- Wildebeest migration in East Africa
- Autumn leaf viewing in New England or parts of Japan
Travellers seek not just a view, but an experience they’ll remember for life.
Food and Drink Festivals
Food is a growing reason for travel. Culinary events mix culture, flavour and fun, offering something rich and immediate.
Top events include:
- Oktoberfest in Germany – beer, food and celebration
- Truffle festivals in France and Italy
- Melbourne Food and Wine Festival
- Night markets in Taiwan and across Southeast Asia during local holidays
These festivals offer a perfect mix of social energy and local flavour.
From Just Seeing to Really Feeling
For years, travel was about seeing famous places. But live tourism shows a shift. More and more, people want to feel something when they travel. They want moments that move them, not just photos.
This is a subtle but important change. It marks the move from passive viewing to active participation. Being “there” now means being present and engaged, not just physically in a location.
People remember how they felt, not just what they saw. The stillness under the Northern Lights. Laughing through a street dance. Sharing a meal with someone new. These real moments stick with us because they are emotional, not staged.
In a world full of perfect pictures and polished itineraries, travellers want something more raw, more honest. Live tourism gives them that. It invites them into a moment that’s real and unfolding. They’re not just watching – they’re taking part. Their questions, their reactions, their presence shapes the experience.
For destinations, that means changing how stories are told. It’s no longer just “Look how beautiful this is.” It’s “This is what it feels like. Want to join us?”
Live tourism doesn’t replace traditional travel. But it expands it. It reminds us that the best trips aren’t just about the sights – they’re about how we engage, who we meet and how fully we show up.
Is Live Tourism Right for Your Brand?
Live tourism isn’t for every destination or brand, but for many it’s an underused way to create real connection. The key is understanding whether your audience is looking for presence, interactivity or emotion.
Ask yourself:
- Do your visitors come for the feeling of being there, not just the view?
- Are there moments in your experience that are best captured live?
- Is your audience likely to watch and join live content online?
- Do you have local guides or storytellers who could bring your place to life?
You don’t need a big production. Start small. Try behind-the-scenes clips, relaxed Q&As or encourage local businesses to stream and share.
Live tourism works when it’s real. If your audience is already searching for emotion, energy and a sense of now, this might be exactly what they’ve been waiting for.
Ready to kick off your SEO strategy but not sure how to begin? SEO is what we do best. We’ve helped countless travel brands achieve impressive results, and we’d love to help you do the same. Get in touch, and let’s see if we can help you elevate your SEO and AI presence.