I am allergic to glitter; the idea that local events are always a decisive factor in trip planning is a nice story.
In real life, few cash flows change because of an event, especially for business trips where professional constraints take precedence.
For example, a Dutch sales director will attend an important meeting in Paris even if there is Fashion Week, because the client appointment is non-negotiable.
Costs may increase, yes, but the trip will happen.
One should ask what really changes tomorrow for the traveler, beyond marketing.