The aim of this paper is to examine the role of innovation and digital tools in tourism event management under conditions of uncertainty, focusing on how technological, organizational, and sustainability-oriented changes enhance resilience, competitiveness, and adaptability in tourism destinations and entities. A qualitative and descriptive approach is applied, based on literature review, analysis of current tourism trends, and an illustrative case study of a hypothetical AI-supported tourism event model. The study combines theoretical insights with a simulated practical application rather than empirical research. Findings show that digital transformation, artificial intelligence, and sustainability concepts such as circular and regenerative tourism improve efficiency, personalization, visitor experience, and risk management in uncertain conditions. Hybrid event formats and digital tools further increase flexibility and responsiveness in event planning and execution. The paper concludes that integrating innovation with sustainability is essential for the long-term competitiveness and resilience of tourism event management in a dynamic environment.

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