Excitement and new experiences are the ultimate lure for choosing a travel destination or even a place to settle. In contention for tourists and high-skilled professionals city administrations invest in maintaining a lively and creative atmosphere in the city. For that they organise a wide range of urban events. Large urban events are a popular attraction for tourists and a boost to the global brand of the city. Moscow’s events calendar has evolved significantly in recent years. Sports competitions, major exhibitions, forums, music concerts and live shows are more sought-after than ever. An IT-conference WebSummit attracts roughly 60,000 guests annually and a music festival Sziget bring together over 350,000 people. A favourite among the citizens is the city-wide year-round festival programme that pulls in crowds of both Muscovites and tourists. In 2016, Moscow welcomed 17.5 million visitors, and in 2018, the number of visitors is expected to hit 21 million.