Close menu
Lang selector icon

    12 January 2024

    Key Dates and Events for Hoteliers in 2024

    2024 dates events

    Wondering how to put your hotel on the map in 2024? We've compiled a list of key dates and events in the 2024 calendar to help inspire your travel marketing efforts, and to attract a wealth of travellers in the era of 'revenge travel'. Save this page as a bookmark to use as a reference over the next 12 months.

    As an additional resource, get an even more in-depth look at some of the most impactful travel trends of 2024 in our free guide, and use this alongside our key events for this year to ensure you capitalise on every available opportunity.


    Key Dates and Events for Your 2024 Travel Calendar


    1st - New Year's Day, Global

    The event has come and gone, but there's still time to take advantage of the 79% of travellers planning at least two leisure trips this year and make the most of their New Year's resolution to 'travel more'. 

    Offer special packages and promotions to cater to the afterglow of celebration that your potential bookers may still be feeling.


    10th - Chinese New Year, Asia

    Chinese New Year is a significant holiday celebrated worldwide. This year, the event is going to fall on the 10th and will mark the Year of the Dragon. 

    Consider incorporating dragon motifs and symbols of Asian festivity, like fortune-telling and fireworks, into your marketing efforts (or even your hotel's decor) to attract guests of Chinese heritage and those interested in the culture. If your hotel has a restaurant, you could also offer special menu items like spring rolls and noodles to add to the festive experience.

    11th - Super Bowl, United States

    The NFL Super Bowl LVIII is going to be held at Allegiant Stadium in Las Vegas this year. Arizona generated about $600 million in revenue from the Super Bowl in 2023, attracting more than 100,000 visitors, 80%-90% of whom were foreigners.

    During the Super Bowl weekend, hotel rooms are sold at triple the average rate, so positioning your property as a fantastic option is crucial. The event is unique, so consider offering an immersive experience. Consider incorporating motifs and symbols related to the Super Bowl in the hotel decor, for example.

    Furthermore, providing Super Bowl guests with discounts, vouchers, points, or rewards for future hotel stays can incentivise them to become repeat customers.

    In addition, consider offering special discounts for longer bookings, as well as providing convenient transportation options, which will be highly appreciated. Lastly, setting up a large screen for guests to watch the match will be crucial to ensure the best experience possible.

    14th - Valentine's Day, Global

    Valentine's Day is a prime opportunity for hotel bookings. Encourage your guests to make their stay even more special by offering additional experiences such as dancing or cooking classes. 

    Other ways to appeal to the amorously inclined include room upgrades with amenities like flowers and a complimentary bottle of wine, in-room dining or candle-lit dinners, or couple's experiences like spa treatments and massages.

    9th to 17th - Rio Carnival/Carnival, Americas and LATAM

    The Rio Carnival, held annually in Rio de Janeiro, Brazil, is a major attraction that draws millions of guests and participants, including hundreds of thousands of international visitors. 

    This spectacular festival features colourful parades, intricate costumes, upbeat music, and energetic dancing, offering a unique cultural experience for locals and guests alike to fully immerse in Brazilian culture. 

    To maximise the experience, consider offering packages for guests to arrive in Rio de Janeiro before the festivities begin to explore the city's beauty.

    Alternative Carnival celebrations are also held globally in destinations such as those in New Orleans, the Dominican Republic, and other areas with Latin communities. Hoteliers can offer a customised experience by arranging local tours, offering traditional Brazilian cuisine and drinks, and promoting the vibrant atmosphere of the carnival to entice guests to book.

    26th to 29th - Mobile World Congress in Barcelona, Spain

    The Mobile World Congress, held annually in Barcelona, is the largest and most relevant connectivity event in the world.
    Over 88,500 visitors came from 202 countries and territories to the 2023 congress, which had over 2400 exhibitors, sponsors, and partners. 

    In addition to being a key date in the tech industry, it's also marked in red in hotels' calendars. For example, during the Mobile's week in 2023, the room night price increased by 227% on 

    With occupancy levels reaching 100%, the MWC offers a huge opportunity for Barcelona's hoteliers. Additionally, it's not just good for hotels in downtown Barcelona, but also for those in nearby cities and areas as well, since there's not enough space in Barcelona to accommodate so many guests.


    17th - St Patrick's Day, Ireland

    St Patrick's Day is a public holiday in Ireland, with thousands of visitors flocking to cities like Dublin to take part in festivals, parades and cultural tours. Celebrations of St. Patrick's Day also occur in the United States, with many planning gatherings, parades and special events.

    For hotel owners, offering packages that include proximity to St. Patrick's Day events, traditional Irish food experiences, and tours of historic Irish landmarks can attract guests and showcase the famous Irish hospitality.

    10th to 9th April - Ramadan, Global

    Ramadan is a month-long religious observance for Muslims, where they abstain from food and drink during daylight hours. The end of Ramadan is marked by the three-day festivities of Eid-ul-Fitr and is a time when many Muslims travel to be with their families.

    For hotel owners, offering special packages and promotions well in advance of Eid-ul-Fitr can attract guests at a time when bookings are likely to be in hot demand. Marketing these offers effectively, highlighting the convenience and proximity to family-friendly activities, can make your hotel a popular choice for travellers during this time.

    25th - Holi, Asia

    The Hindu festival of Holi is a vibrant celebration of colour and cultural traditions held in India and Nepal around the beginning of March. 

    As the festival marks the beginning of spring, it's an opportunity for Hindu communities to come together and forget any grudges, celebrating with food, music and lively activities.

    For hotel owners, offering packages that include cultural tours, traditional food experiences and proximity to Holi celebrations can be a great way to attract guests and offer them an authentic cultural experience.

    31st - Easter, Global

    Easter is not typically a reason for travel, but it provides a window of opportunity for hotel owners to engage in seasonal marketing. To encourage bookings, consider offering secret discounts or unique promo codes, or hosting special events related to Easter. 


    8th - Hana Matsuri, Japan

    Hana Matsuri, also known as cherry blossom season, is a particularly popular time to visit, with cities like Kyoto, Himeji, and Tokyo being top choices for viewing the blooms. 

    However, other destinations like Kawaguchiko and Kushiro offer off-the-beaten-path experiences that are just as beautiful and budget-friendly. To help guests plan their trips, hotel owners can keep an eye on the Japanese Weather Association for sakura bloom forecasts, as the season runs from March to May.

    Hoteliers can attract tourists to their property by highlighting the beauty of Hana Matsuri and the best spots for viewing cherry blossoms. Offer seasonal packages that include tours or experiences related to the event, provide guests with information about local festivities and events related to Hana Matsuri, and consider partnering with local travel companies to offer discount packages for travellers visiting during cherry blossom season. If your hotel has an on-site restaurant, consider switching up its menu to take advantage of the season: cherry-blossom flavoured or themed dishes/drinks are sure to go down a treat!

    13th - Songkran, Thailand

    Thailand's natural beauty, delicious cuisine, and rich culture make it a popular destination for tourists from around the world. 
    Songkran, a celebration of the Buddhist new year, offers a truly immersive cultural experience for guests.

    The three-day event involves cleansing rituals and an enormous water fight that is sure to be a memorable experience. The biggest celebrations take place in Bangkok, and hotel owners can suggest a tour of the capital's major sights to round out the trip.

    29th to 5th May - Golden Week, Japan

    Golden Week is a term that refers to a series of consecutive holidays in Japan, which takes place from April 29th (Showa Day) to Children's Day (May 5th). During this time, many Japanese citizens travel, making it a busy period for tourism in the country.

    Hotel owners can capitalise on Golden Week by offering early bird specials for those booking in advance, highlighting the beauty of cherry blossom season (which may still be ongoing, depending on the region) and offering packages that include tours and experiences during the celebrations.


    24th to 26th - Monaco Grand Prix

    The FIA Formula One World Championship is undoubtedly the highest class of international racing.

    The prestigious motorsport event generates millions of dollars from ticket sales, hospitality packages, sponsorship, and merchandise. 

    The glamorous lifestyle associated with F1, renowned for its luxury and extravagance, makes Monaco's Grand Prix one of the best venues for hosting F1. Each year, wealthy individuals and celebrities come together to indulge in a luxurious weekend.

    As an alternative, the F1 Grand Prix in Singapore (tickets costing around £1k) may appeal to affluent attendees from the APAC region, or even tourists passing by. 

    Create special packages that include accommodation, race tickets, access to rooftop viewing areas, and after-race parties to make the most of this opportunity. Emphasise the luxury and excitement of experiencing the Grand Prix from your hotel.

    Offer complimentary shuttle services to and from the event venue, ensuring convenient transportation for attendees. Securing VIP access to the event can also attract high-end clientele. Also, don't hesitate to check out our article on luxury travellers if you want to go deeper on the luxury travel segment.


    1st - UEFA Champions League Final, London, UK

    The UEFA Champions League Final is a must-attend event for every football fan. In 2024, this event will be held at the famous Wembley Stadium, a place that has hosted the match several times in the past.

    Apart from its sporting significance, the final brings significant tourism and economic benefits to the host city. 

    As with the Super Bowl, create special packages that include tickets, transportation and local tours to enhance your guests' experience. Also, set up screens at your hotel to broadcast the match while offering drinks to create a fantastic atmosphere.

    All month – Music Festivals, Europe

    June marks the beginning of summer in the Northern Hemisphere and is a great time for music lovers to attend outdoor festivals. Europe boasts renowned festivals attracting music fans from around the world. Some examples of major festivals include: 

    • Primavera Sound in Barcelona, Spain: May 29th - June 2nd
    • Rock am Ring in Nürburgring and Rock im Park in Nuremberg, Germany: 7th-9th June
    • NOS Primavera Sound in Porto, Portugal: June 6th - 8th 
    • Glastonbury Festival in Pilton in England, UK: June 26th - 30th
    • Roskilde in Roskilde, Denmark: June 29th - July 6th

    As a hotel owner, this presents a unique opportunity to target these travellers and offer them comfortable accommodation during their festival visit.

    As well as positioning your property as an ideal place to stay, outlining activities near the festival or offering packages with festival tickets and transportation will help to enhance your guests' experience.


    4th – Independence Day, United States

    Independence Day is the quintessential American holiday celebrated with family reunions, fireworks, parades, political speeches, and sporting events. In 2023, more than 50.7 million Americans were expected to travel during the 4th of July weekend. 

    As a hotel owner, this is a prime opportunity to attract domestic and international travellers looking to experience the American dream. 

    Offer packages with transportation and tickets to popular Independence Day events, and promote your hotel's proximity to these events. Where possible, upsell additional services like car rentals, airport transfers, and activities to make the trip more convenient for guests. Check out our article on upselling techniques for hotels

    26th to August - Olympic Games, Paris, France

    The Olympic Games are the ultimate sporting event. In addition to Paris, 16 other cities will host the next edition, including one in Tahiti (French Polynesia) for the Olympic surfing competition.

    Since it’s one of the most international events, why don’t you bring this international atmosphere to your property? Consider developing sports-themed menus or offering dishes inspired by participating nations. 

    Also, provide perks such as discounted room rates, event tickets, exclusive access to sports-related amenities, or themed merchandise.

    Partner with excursion companies to help your guests experience each city's wonders, since the games will take place in different cities.


    Throughout the month - Hanabi (Fireworks Festivals), Japan

    Attendance at Hanabi fireworks festivals across Japan is a must for those looking to immerse themselves in Japanese culture. The dazzling display of colourful fireworks and traditional Japanese music and food creates a lively and captivating atmosphere. 

    This is a great time for guests to visit various parts of Japan and take in the beauty of its culture and tradition, and hotel owners can appeal to guests by offering unique experiences and amenities related to the event. If your hotel is in a location close by to the festivities and has rooms with a balcony, consider selling these rooms as the perfect vantage point for firework viewing.

    28th to 8th September - Paralympic Games, Paris, France

    When the Olympic Games come to an end, the Paralympics will take over. With 549 events scheduled and including 22 sports, it will ensure high occupancy rates in France for almost one month and a half.

    Maintain the same strategies we suggested doing for the Olympics, as both events are similar. It will help you make the most out of this significant sporting event. 


    21st to 6th October - Oktoberfest, Munich

    Oktoberfest in Munich, Germany is a world-famous celebration of German culture that features delicious food, live music, and plenty of beer. Visitors can enjoy carnival rides, games, and immerse themselves in the joyous and festive atmosphere of the event. 

    To encourage bookings from guests, hotel owners in Munich can offer package deals that include Oktoberfest tickets, traditional German food and drinks, and cultural activities for guests to fully experience the festivities.

    17th - Mid-Autumn Festival, Asia

    The Mid-Autumn Festival, also known as the Moon Festival, is an important celebration in Chinese culture. This year, the event takes place on September 17th. 

    With a history of over 3000 years, this festival is a significant time for both domestic and international tourism in destinations such as China, Hong Kong, Taiwan, and Macau. 

    Hotel owners in these areas can enhance their guests' experience by offering cultural activities, such as lantern making and street performance tours, as well as offering traditional mooncake treats and souvenirs. Additionally, hosting festive events in the hotel, such as mooncake tasting or a lantern-lighting ceremony, can also appeal to guests and encourage bookings.


    31st - Halloween, Global

    Halloween is a perfect occasion for hotel owners to entice travellers and offer a one-of-a-kind holiday experience. Encourage your guests to celebrate Halloween in a unique way by transforming your property into a 'haunted' hotel or partnering with tour operators to secure tickets to a theme park, such as Universal or Disneyland (both of which transform for the season).


    1st - Day of the Dead, Mexico

    The Day of the Dead in Mexico is a colourful celebration that offers tourists a chance to experience Mexican culture and traditions. The holiday, which honours the dead with altars, traditional food, and lively parades, creates a rich and vibrant atmosphere that your guests can immerse themselves in. 

    Providing local information for your guests to get involved with Day of the Dead festivities will go a long way to making their stay a memorable one, and will also help to support the community.

    24th - Black Friday, Global

    Black Friday provides an opportunity for hotel owners to attract travellers by offering deals and promotions. Take advantage of this commercial holiday, along with Singles Day, Buen Fin, and Travel Tuesday, to create attractive offers and campaigns on social media.

    Moreover, don't miss out on our annual Black Friday campaigns. Join them, and you'll have more opportunities to be seen by our 66,000 travel distributors

    28th - Thanksgiving, United States

    Thanksgiving is one of the most celebrated traditions in the US, which means it's an unmissable opportunity for hoteliers to increase their occupancy. With roughly 55 million American travelling during these dates, Thanksgiving encourages both domestic and long-haul trips. 

    As a hotelier, consider offering guests a wide range of feasting and entertainment options to properly celebtrate this special day. For instance, offer a traditional dinner aimed at families or groups of friends, or more original activities such as a holiday drinks menu with classic and innovative cocktails, including spiced mulled wine. Without a doubt, you should also promote your special offerings for this campaign through your communication channels, such as social media.


    25th – Christmas Day, Global

    The holiday season is a busy time for tourism, with people looking to spend time with loved ones and create special memories. This is, predictably, an expensive time for travel (least of all for flights!), so to ensure that you remain appealing to your potential guests, be sure to market festive stays ahead of time. 

    Decorating your hotel's lobby in line with the season will ensure a memorable and cosy stay for your guests; take things to the next level by offering a traditional Christmas dinner or seasonal treats in your on-site restaurant (if you have one).

    31st - New Year's Eve, Global

    And so the cycle begins again! New Year's Eve is a popular time for travel, as people look to start the year off with a bang. 

    Treat your guests to an experience they'll never forget by providing entertainment, activities and dining options; decorate your property with sparkly, festive decorations to create a celebratory atmosphere; suggest places for guests to celebrate the countdown or, alternatively, offer a complimentary bottle of champagne (or similar) so that your guests can ring in the New Year in the comfort of your hotel! Here are some practical tips for New Year's Eve events at hotels.

    Now you already know which the main key dates and events are for 2024. Choose which ones you want to focus on, and create your strategy to capitalise on them. Besides, below you can download our free report on the main travel trends for hoteliers in 2024. How will these trends shape the future of travel? Discover it now by getting your copy!

    travel trends cheatsheet

    Main Travel Trends for 2024: What’s in Store for Hotels? 

    Get now our travel trends report aimed at hoteliers and discover new ideas to improve your offering in 2024.