Mega-Events after COVID-19: Strategies for Sustainable Recovery

The COVID-19 pandemic triggered unprecedented disruptions in the organization of mega-events around the planet, necessitating reevaluation and transformation. As the tourism industry transitioned into a post-pandemic phase, mega-events adopted new forms prioritizing public health, sustainability, and digital innovation. Examined in this study are these transformations through a comparative lends, focusing on spatial adaptability, public engagement, marketing evolution, and environmental sustainability across various mega-events, include the Olympics, FIFA World Cup, NASCAR Street Race, and Lollapalooza. Highlighted in the analysis are shifts in infrastructure, socio-cultural resilience, evolving marketing narratives, and technological integration, providing insights into the future of mega-events in the post-pandemic world of tourism.