Luxury brands wishing to target the world’s wealthiest individuals need a precise understanding of their audience, including their lifestyle desires and preferred destinations of choice. This also includes the events they attend. Knowing which events Ultra-High-Net-Worth-Individuals attend can be especially useful for marketers when creating targeted PPC campaigns, as well as for brand sponsorship opportunities.
According to the latest Wealth X Ultra-Wealth Report, there are just over 392,000 UHNWIs and an estimated 2,640 billionaires, according to Forbes. This highly exclusive group of individuals tends to socialise and network together, sticking to a set ritual of exclusive events, parties, festivals, and conferences that rarely change from year to year.
Here, we explore some key luxury events where you’ll find UHNW and billionaires in 2024.
The UHNW luxury events social calendar 2024
World Economic Forum, Davos
15-19 January, 2024
UHNWIs and billionaires are known to kick off the year at the annual World Economic Forum, which assembles world leaders, top corporate executives from international organisations, and policymakers to analyse priorities for the year ahead. The forum offers a roster of informative seminars, talks, discussion panels, and lavish dinners. It is an invite-only event, with past attendees including Mark Zuckerberg, Bill Gates, wil.i.am, Idris Elba, and social media star Nas Daly, to name just a few.
Snow Polo World Cup, Switzerland
26-28 January, 2024
This unique event typically takes place on the last weekend of January in St. Mortiz. Games are played on a frozen lake, with the picturesque snow-capped Swiss mountains as a stunning backdrop. The Snow Polo World Cup is the only high-goal tournament played on snow, with its elegant setting and VIP experiences making it a popular event with UHNWIs and billionaires.
Super Bowl, US
11 February, 2024
The Super Bowl is arguably the biggest sporting event in the US. And with many NFL teams owned by UHNWIs and billionaires, it’s no surprise that the sporting fixture attracts some of the world’s wealthiest. Luxury travel companies offer a range of VIP packages for the world’s richest football fans, including travel by private jet, ultra-exclusive accommodation, and access to the pitch and VIP afterparties, known for their superstar performers.
Art Basel, Hong Kong
28-30 March, 2024
Asia’s UHNW population is soaring, with the Asia Pacific region now accounting for 31.3% of UHNW individuals, according to the Wealth-X World Ultra Wealth Report. So, it’s no surprise that luxury events like Art Basel, Hong Kong are now a UHNW calendar fixture. The world’s wealthiest art enthusiasts can be seen rubbing shoulders at Art Basel, Hong Kong, with works of art selling for millions of dollars. The annual show brings together Asia’s premier superstar art galleries, offering an eclectic collection of artworks and sprawling installations. Whether shopping to add to their private collection or for their home, office, or yacht, Art Basel Hong Kong attracts some of the world’s wealthiest art collectors and enthusiasts.
Dubai World Cup, Dubai
March 30, 2024
The Dubai World Cup is one of the United Arab Emirates’ most prestigious luxury events set against the glittering backdrop of one of the Middle East’s most exciting cities. Held at the Meydan Racecourse, the event is the pinnacle of Dubai’s racing calendar, attracting some of the world’s richest individuals who enjoy a roster of races, dining, and networking.
The Rolex Monte-Carlo Masters Tournament, France
6-14 April, 2024
The Rolex Monte-Carlo Masters is a UHNW sporting fixture. Held at the prestigious Monte-Carlo Country Club in Roquebrune Cap Martin, just moments from the Principality of Monaco, this prestigious event brings together the world’s best tennis players who play on clay courts against the stunning backdrop of the Mediterranean Sea. The world’s ultra-wealthy will stay in the surrounding luxury villas along the French Riviera, in the lavish hotels in Monte-Carlo, or on a superyacht, providing the utmost privacy and exclusivity following a day’s sporting action. After the matches conclude, the ultra-luxurious of Monaco and the French Riviera await, from ultra-exclusive designer boutiques to Michelin-starred restaurants.
US Masters Golf Tournament, US
11-14 April, 2024
The annual US Masters Golf Tournament is held at the famously exclusive, invite-only Augusta National Club in Georgia, which boasts multiple UHNW and billionaire members, alongside political figures and star athletes. Indeed, only 300 members are allowed at any one time, making membership the reserve of only the privileged few. The historic tournament is one of the four men’s major golf championships, attracting some of the biggest sporting names.
The Kentucky Derby, US
4 May, 2024
This American Grade 1 high stakes race takes place at Churchill Downs in Louisville, Kentucky, attracting the crème de le crème of high society. Considered one of the most prestigious horse races in the world, the luxury event naturally attracts some of the world’s most affluent individuals, with a host of VIP experiences available.
The Met Gala, US
6 May, 2024
Held annually in New York, the Met Gala is one of the most prestigious luxury events and is considered fashion’s biggest night of the year. The philanthropic event is the annual fundraiser for the Metropolitan Museum of Art, with attendees wearing elaborate designer outfits that reflect each year’s theme. The 2024 theme is Sleeping Beauties: Reawakening Fashion. The star-studded red-carpet event attracts some of the world’s biggest superstars alongside invited billionaire celebrities and UHNW individuals.
The Cannes Film Festival, France
14-25 May, 2024
This star-studded luxury event is held annually along the French Riviera in Cannes, attracting some of the biggest names in the entertainment industry who indulge in refined screenings, glamorous dinners, and ultra-exclusive after-parties. The world’s wealthiest berth their superyachts in the port of Cannes, where they can mingle with the world’s most glamorous stars on Cannes’ legendary Croisette or at glittering VIP parties.
F1 Monaco Grand Prix
23-26 May, 2024
Held annually along the streets of Monte-Carlo in the Principality of Monaco, this spectacular event is a highlight on the annual events calendar with the world’s wealthiest individuals. The Monaco Grand Prix is considered one of Formula One’s most challenging races, attracting the crème de le crème of the racing world, alongside VIPs, A-list celebrities, and royalty. The world’s wealthiest views this thrilling race from prime VIP residences and terraces or from the aft of a superyacht berthed in Port Hercules. At night, the world’s wealthiest indulge in some of Monaco’s liveliest afterparties at iconic VIP nightspots.
Royal Ascot, UK
18-22 June, 2024
A quintessentially British event that sits at the heart of the British social calendar, Royal Ascot is attended by royalty, VIPs, and A-list celebrities and is a must-attend for the world’s wealthiest. The event opens with the Royal Procession before the world’s finest racing horses are put through their paces. The Royal Enclosure, with its private trackside viewing lawn, is the place to see and be seen, with membership by invitation only.
Wimbledon Tennis Championships, UK
1-14 July, 2024
The world’s wealthiest, including celebrities and royalty, are fixtures at this prestigious sporting event. Wimbledon is the oldest tennis event and one of the four major grand slam tournaments. Games are played on grass, resulting in faster and more exhilarating matches. It’s the summer sporting event to see and be seen at and the ideal opportunity for wealthy individuals to network in a convivial setting.
The Henley Royal Regatta, UK
2-7 July, 2024
Held along the shores of the River Thames in the exclusive town of Henley, this annual four-day competition sees rowers from across the globe compete in what is considered the most exclusive regatta in the world. This is a quintessentially British luxury event, with UHNWs and billionaires gathering in the highly exclusive Stewards’ enclosure.
Allen & Company Sun Valley Conference, US
15-18 July, 2024
Informally known as the ‘summer camp for billionaires’ this exclusive event brings together Silicon Valley bigwigs, media moguls, elite CEOs, political leaders, Hollywood A-listers, and some of Wall Street’s most exclusive firms for networking, close-door meetings, lectures, relaxation, and golf. The event takes place in the exclusive mountain resort of Sun Valley in Idaho, offering the ideal way for powerful individuals to mix business and pleasure in a relaxed and informal environment. Some mega business deals have been reportedly sealed at this invite-only event, including Jeff Bezos’ purchase of the Washington Post.
Pebble Beach Concours d’Elegance, US
August 18, 2024
Wealthy car enthusiasts attend this refined luxury event, which takes place on the 19th fairway of Pebble Beach Golf Links, California. As well as a showcase of spectacular automobiles, the event includes an itinerary of tours, forums, and auctions of some of the world’s most exclusive automobiles. In addition to collectibles, the Concours d’Elegance also features an exciting collection of new car debuts.
Venice International Film Festival, Italy
28 August to 7 September, 2024
Held on Venice’s Lido, an exclusive island in the Venice lagoon, the Venice Film Festival is one of the world’s most glamorous events and the oldest cinematography events in the world. UHNWIs and billionaires travel to the event via private jet or aboard their luxury superyacht for an indulgent 10 days of refined events, including elegant screenings and ultra-exclusive parties attended by A-list celebrities and VIPs.
Monaco Yacht Show, Monaco
25-28 September, 2024
Considered the world’s premier yacht show, this is where UHNWIs and billionaires shop for their next superyacht and meet leading industry experts, including yacht brokerages, shipyards, designers, and naval architects. As a leading yachting event, it’s also the place to learn about the latest yacht trends shaping the industry. Held in Port Hercules, one of the world’s most exclusive anchorages, this spectacular event showcases the world’s largest superyachts along with global debuts. In the evening, yachting enthusiasts can enjoy a glittering array of afterparties and VIP events.
Fort Lauderdale International Boat Show, Florida, US
25-28 October, 2024
The Fort Lauderdale International Boat Show or FLIBS is the world’s largest in-water boat show, showcasing some of the largest superyachts and mega yachts on the planet. The world’s wealthiest can take advantage of the yacht’s shows exclusive Windward VIP experience, with premium open bars, gourmet food, private restrooms, and a complimentary water taxi service, enabling them to hop from one superyacht to the next effortlessly.
Le Bal des Debutantes, France
30 November, 2024
This 18th-century, fashionable debutant ball and fashion event takes place on Thanksgiving every year in Paris, with guests wearing elegant haute couture gowns by the world’s most exclusive designers. The luxury event is invite-only, with the world’s richest, including notable young royals and socialites, invited for an elegant evening of dining, dancing, entertainment, and networking.
Art Basel, Miami
6-8 December, 2024
Prior to ringing in the New Year in UHNW hotspots such as St. Barts in the Caribbean, the world’s wealthiest head to Art Basel in Miami, an extension of Miami Art Week, to view some of the world’s finest works of art by established and emerging artists. The show is divided into several sectors, each with a specific focus, alongside informative talks and, of course, exclusive parties.
UHNW luxury event marketing
Relevance is a leading, full-service luxury marketing agency specialised in targeting UHNWIs. We utilise sophisticated marketing strategies to ensure highly targeted campaigns that resonate with the world’s most elite audiences. If you want to reach UHNWIs and billionaires, contact Relevance or browse our portfolio of marketing services to learn more about our creative and digital marketing offerings. We offer an initial consultation with no commitment to use our services.