The event business is a vibrant and rapidly expanding sector with clear synergies with the tourist industry. When events are properly staged, they have the ability to increase the tourist economy, generate media attention, encourage growth, and drive infrastructure enhancements, which may result in the formation of new partnerships.
Events in the growth of tourism have a tremendous effect on the sector as a whole and have an impact on a wide variety of human activities, including politics, the environment, socio-cultural issues, and other factors. As a result, while planning such events, it is important to consider both the potential negative consequences for each sector of human activity as well as the potential good consequences.
As a result, the staging of big events in a city, region, or country gives a once-in-a-lifetime chance to rethink or reposition the location. Indeed, many nations see successful hosting of events as a vehicle for development, and tourist organizations are investing resources to recruiting and supporting significant events as part of a wider plan to attract and promote major events.
The four key event categories that fuel large-scale international tourism include: sports, music, food, and culture.
Specific events that are closely associated with the host place, such as those involving the arts, cuisine & drink, and sports.
Sports competitions, such as the Ironman 70.3 World Championships, are examples of participatory sports events. Destination events draw thousands of competitors from over the world, the majority of whom bring numerous people with them (spouses, friends, and family), and many of them turn their event-related stay into a vacation destination.
South by South West (SXSW) in Austin, Texas; Sonar festival in Barcelona; White Nights in Melbourne; and, in Scotland, the Edinburgh Fringe Festival and Hogmanay. Signature cultural events have an international reputation as “must sees,” and include events such as South by South West (SXSW) in Austin, Texas; Sonar festival in Barcelona; and, the Edinburgh Fringe Festival and Hogmanay in Scotland.
Not only do international sporting events attract enormous numbers of competitors and spectators, but they also get widespread global media attention, which plays an important role in increasing the reputation of the host city or country.
Tourism attractions with a high monetary value are events, which operate as change catalysts and image-makers for both business (conventions and trade exhibits, among other things) and leisure travel (sports events and cultural festivals, etc.). Large-scale events and tourism are clearly linked, which is why event tourism has been highlighted as a priority in many cities, regions, and nations as part of their long-term tourism policies.
For events of any scale, it is apparent that government backing and engagement are required in order for the tourist industry to gain from the event. Certainly, the things that make a location appealing must be present: both the natural aspects (natural assets like coastlines and weather) as well as the artificial ones (such as attractions and attractions-related infrastructure) (such as cultural attractions, events, etc.). However, destinations are progressively reforming their tourist industries, generating unique goods, and adopting an inventive marketing strategy in order to compete with other potential host cities.
Increasing the attractiveness and competitiveness of destinations is possible because events contribute to the mix of available attractions. However, as previously stated, events can only enhance destination attractiveness with the support of quality event-specific and supporting infrastructure as well as effective marketing and promotion.