Entry Case

Sustainability with the power of digitalisation
Introduction
Tomorrowland is a world-renowned electronic dance music (EDM) festival that has captivated
the hearts of music enthusiasts and festivalgoers around the globe. Founded in 2005, the festival
is held annually in Boom, Belgium, and has become a symbol of electronic music culture,
innovation, and unity. With its captivating stages, elaborate decorations, and top-tier line-up of
DJs and artists, Tomorrowland offers a mesmerizing and immersive experience like no other.
The festival grounds are transformed into a magical realm, each year featuring a distinct and
enchanting theme that guides the design and aesthetic of the event. From fantastical landscapes
to mystical creatures, the attention to detail in the stage design and décor creates an atmosphere
that transports attendees to a different world.
Tomorrowland's line-up boasts an impressive array of international and local EDM talent,
drawing fans from all corners of the globe to witness electrifying performances across various
genres of electronic music. From mainstage headliners to underground acts, the festival's
diverse musical offerings cater to a wide spectrum of musical tastes, ensuring that every
attendee finds something to groove to.
What sets Tomorrowland apart is its focus on creating a sense of unity and connection among
its attendees, known as "People of Tomorrow." The festival celebrates diversity and inclusivity,
encouraging festivalgoers to embrace the values of love, respect, and community. This spirit of
togetherness is further amplified by the festival's elaborate storytelling, immersive stages, and
theatrical performances that engage all the senses.
Sustainability trends
In 2022 Tomorrowland was launching its first 'Love Tomorrow Conference', focusing on
sustainability. On 28 July, the event featured speakers like historian Yuval Noah Harari and
screenwriter David Sirota discussing the impending challenges for a sustainable future. The
conference aimed to leverage Tomorrowland's influence to inspire behavioural change and
foster real impact. Alongside Harari and Sirota, Swedish DJ Ida Engberg and health food
company CEO Lieven Vanlommel have also spoken. The conference took place on the festival's
main stage, usually hosting EDM celebrations, reflecting the festival's commitment to
sustainability.
On the other hand, in general there are several practices how a festival can take control over its
environmental impact. Several use cases reflect on and suggest waste reduction and recycling
in which the organisers provide marked recycling and waste disposal stations and educating all
festivalgoers about proper waste separation. Moreover, during the last 2 years market trends
such as plastic-free initiatives, renewable energy sources, carbon offsetting, transportation
alternatives, smart waste management, educational campaigns and virtual experiences were
introduced on festival all over the globe, but the organisers still face with the challenges in this
area.
Digitalisation trends
Tomorrowland, the iconic EDM festival, seamlessly integrates digital solutions to amplify the
experience. The Tomorrowland Mobile App serves as a vital hub, offering real-time schedules,
artist details, and maps. With cashless payment options, the festival wristband becomes a secure
wallet for transactions. The festival innovates with Virtual Reality (VR), allowing remote fans
to explore stages and engage with the festival virtually. Livestreaming broadcasts
performances, interviews, and exclusive content, extending the festival's spirit globally.
Attendees enjoy personalized experiences through data analysis, receiving tailored
recommendations for stages and artists. Interactive social media engagement fosters a digital
community, while sustainability education reinforces responsible enjoyment. Tomorrowland's
tech-driven approach crafts an immersive, connected festival journey.
As Tomorrowland continues to evolve, it embraces technological advancements to enhance the

overall experience. From high-tech stage productions to digital interaction and connectivity,
the festival seamlessly blends the analog and digital worlds to create an unforgettable journey
for its attendees.
In essence, Tomorrowland is not just a music festival; it's a celebration of creativity, music,
culture, and humanity. With its captivating themes, exceptional artists, and emphasis on unity,
Tomorrowland has cemented its place as one of the most iconic and sought-after festivals on
the global stage.
Your task
As business students, you advise to Executives of Tomorrowland, how the festival can move
forward to sustainability whilst applying digital initiatives.
In your 5-slide long Power point presentation focus on the market trends by showcasing
detailed insights, key factors influencing the industry, and the barriers of sustainability at
the festival. After identifying the challenge, form a strategy with viable solutions and
implement your recommendation with details. Lastly, suggest metrics, how the success of
your strategy can be measured! (You are not intended to create an entire finance, unless your
metric does require that)
We are excited to read your creative yet well-structured solutions and wish you an insightful
and enjoyable time for the assignment!
Good Luck!

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Sustainability with the power of digitalisation

As Tomorrowland continues to evolve, it embraces technological advancements to enhance the

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