[RESEARCH] What if hospitality during global sporting events is not just about service, but about strategy?

What if hospitality during global sporting events is not just about service, but about strategy?

♦ Last week, Prof. Karina Mukanova, PhD, spoke at The Summit: The Premier Luxury Travel Conference of 2026, organized by Forbes Travel Guide in Monaco, and presented her research, "From Service to Statecraft: The Geopolitics of Luxury Hospitality in Global Sporting Events."

♦ Using examples from recent Olympic Games editions and flagship events in Monaco, Dr. Karina Mukanova explored how hospitality stakeholders contribute to:

• National image enhancement

• Destination branding

• Strategic alignment with mega-events

• Long-term legacy and global visibility

When cities host the world, hospitality doesn’t just accommodate guests — it helps shape how nations are perceived.