Mega-Events and Destination Attractiveness: Destination Perceptions in the Eurovision Song Contest

Mega-events such as the Eurovision Song Contest (ESC) generate global media attention and can shape perceptions of host and participating destinations. From a city branding perspective, such events may function as catalysts that enhance the attractiveness of destinations by increasing visibility and creating emotionally engaging experiences. This study examines how destination evaluations differ before and after the ESC, and how affective destination evaluation relates to holiday consideration across participating countries. Drawing on a repeated two-stage pre-/post-event survey design across five ESC cycles between 2018 and 2026, the study examines destination sympathy and holiday consideration across participating destinations within a Stimulus–Organism–Response framework. The aggregate results show no significant positive pre-/post-event difference in destination sympathy, while the corresponding association with holiday consideration is small, negative, and statistically significant. Destination sympathy, by contrast, is strongly and positively associated with holiday consideration. The results further reveal substantial destination-specific heterogeneity, indicating that event-related visibility should not be interpreted as producing uniformly positive destination responses.