How Merchants Can Maximize Payments Experiences at Global Events
How merchants can help maximize payment experiences at global events
What do Rio de Janeiro, Brazil; London, England; Paradise, Nevada, USA; and Boom, Belgium have in common? In 2024, all these cities held major events that were entirely cashless once attendees entered the venue.
From music to sports and more, fans will travel far and wide to attend large events. In the U.S., for example, 44% of travelers say they would fly short-haul and 18% say they would fly long-haul to see their favorite artists perform.1 And, when a major pop star performed in Singapore in 2023, there was a 380% increase in visitors from Southeast Asia.2
As tourists flock to events around the world, they want to make the most of their experiences. For merchants in major cities around the world, it’s important to be ready with modern, more seamless payment acceptance so these travelers can enjoy food and entertainment along the way, lodge locally, and travel more seamlessly on local transit systems.
Help streamline payments from check-in to checkout
Merchants who provide lodging and other hospitality services may receive an increase in business when major events are hosted nearby. A recent study from Arts & Economic Prosperity 6 (AEP6) found that 30% of people attending arts and culture events traveled from outside the county to attend.3
To meet expectations and fit more seamlessly into visitors’ travel experiences, merchants in the hospitality industry must ensure more seamless digital acceptance throughout every guest touchpoint.
Whether checking in, buying snacks and products in the hotel lobby, or ordering room service, guests expect a friction-free experience. Hoteliers and others in the hospitality industry should consider the journey arriving guests have already taken—as they stepped onto their plane with a boarding pass saved to their digital wallet or paid for a ride share with a single biometric scan—and ensure they are able to offer payment experiences that deliver with a similar level of convenience and ease.
The Discover® Network D-PAS Connect was designed to let consumers do more with a single card, device, or wearable, leveraging the security standards set by EMVCo.
Welcoming event goers with more seamless payment acceptance
While it may be expected that major events can increase traffic for merchants in the hospitality industry, it’s important to note that an increase in tourism can impact virtually all types of merchants, as visitors look to extend their trips, so they can explore their surroundings before and after the big event.
A recent survey from Discover Network and TSG Consumer Partners found that 55% of consumers want to shop while traveling for personal reasons.4 For merchants to benefit from the increase in traffic, having the latest acceptance and payment capabilities helps merchants benefit from the increased traffic.
This same survey found that 32% of consumers choose their payment method when paying for leisure travel-related expenses by using the method that’s easiest to use.4 That means that boutiques, restaurants, and any other merchants looking to take advantage of the uptick in business brought on by major events should ensure they’re making it easy for consumers to pay the way they prefer—and with their preferred payment method.
One way to do this is by adopting contactless payments, which enables a more secure and more seamless way to pay. Another is by accepting Discover Network so shoppers can use their card of choice. Not only are there millions of Discover cardholders, but it also issues travel guides that highlight partners around the world to cardholders looking to get the most out of their travel experiences.
Public transit enables more seamless payments
In 2026, the Olympic and Paralympic Games (“The Games”) will come to Milano Cortina, Italy. In addition to establishing cashless payments as the primary payment method, public transit infrastructure is expected to expand to accommodate spectators’ increased travel between cities and event venues.5
Railway ridership is projected to rise significantly during the Games, particularly as the Italian railway system undergoes temporary expansion during the weeks of the event.
To facilitate this anticipated uptick in travelers, the Games has partnered with Ferrovie dello Stato Italiane (Italian rail service). The partnership ensures that public transit will be enhanced by completing ordinary maintenance and strengthening facilities.6
Large-scale events, like the Olympics, represent a significant opportunity for public-sector revenue. But to fully realize that potential—and to deliver a smooth, reliable experience for travelers—convenient, more seamless payments must be a priority.
As Milano Cortina prepares for heightened transit activity, public officials and payment enablers should align to ensure the system is efficient, resilient, and ready to support the global stage.
Preparing for events as payments evolve
As increased tourism boosts traffic across all types of industries, merchants would do well to be ready for the rush with seamless payment solutions that will give their consumers a better experience and help their business benefits from the influx of economic activity.
Looking to the future, technology will continue to change–and so will the way people pay. Merchants can help boost their sales and ensure loyalty by making an effort to keep up with the latest in payments to meet consumer expectations.
Major global events will continue to attract travelers from around the world seeking to experience something big—whether it’s a once-on-a-lifetime music tour or an annual sports championship. See how Discover Network can help local merchants welcome cardholders from around the world who want to shop, dine, stay, and explore with them.
- Skyscanner. Travel Trends 2024. Accessed 25 February 2025.
- Pacific Asia Travel Association. APAC Travel Recovery Accelerates Towards 2024; Asian Games, Taylor Swift and Coldplay Enhance Tourism in the Region. Accessed 25 February 2025.
- Americans for the Arts. Arts & Economic Prosperity 6. Accessed 25 February 2025.
- Data from TSG (The Strawhecker Group) Consumer Travel and Entertainment survey commissioned by Discover Global Network, Q1 2025. Includes 2,200 consumers residing in North America, Latin America, Europe, and Asia Pacific regions with plans to travel in 2025.
- (January 2, 2025). How to Reach the Venues of Milano Cortina 2026. Milano Cortina 2026. Accessed April 29, 2025.
- (December 18, 2023). FS Itliane - Premium Milano Cortina 2026 Partner. Milano Cortina 2026. Accessed April 29, 2025.
The information provided herein is sponsored by Discover® Global Network. It is intended for informational purposes, and is not intended as a substitute for professional advice.