It has been since the beginning of time, pretty much.
Do another tournament. Build them up another way...
You want the tournament to have weight behind it, else it's just another pointless gimmick for no reason.
By having mechanical benefits attached to consistent events you build meaning and value for them, which can be used down the line to build other storylines and wrestlers. This is why the Rumble is so great, same with Money in the Bank. The result of the matches has an impact going forward, so they have meaning to the fans and they get very invested in them.
At the same time, it's why Survivor Series is meaningless. The winner doesn't matter, nothing changes and if it didn't happen you wouldn't care. King of the Ring is the same right now, but if you built it up so it consistently has an impact on the show (by giving the winner some form of authority) then it'll soon become important.
It's just simple good booking. Consistent events that impact the show going forward. Don't chose to book badly with a random tournament, chose to book well with a persistent one. Let the fans become invested in the results.