A special relationship: Events and Tourism

I presented at the Australian Events Symposium on a topic that is extremely close to my heart – the symbiotic relationship between the tourism and events industries (that’s if you are one of those that think they are separate industries!).

For me this was a great subject, but also one that made me stop to think, ‘Do people actually see tourism and events in Australia as separate industries?’.

As a passionate advocate for regional tourism, I see events as a critical element of this industry. They are one of the most powerful (or sometimes, the only) drivers of tourism and the growth in the visitor economy.

My past 15 years working on over 20 festivals and in more than 35 regional and rural communities, have involved using the relationship between tourism and events to drive growth in the economy and pride in the community. So, for me tourism and events should not be treated as two industries – it was now my opportunity to showcase why.

You can view my presentation slides here. I also shared this video to show just how important events are in terms of driving tourism.

My presentation talked about what destinations are looking for in an event and on the flip side what events are looking for in a destination, highlighting the fact that many of these overlap and when combined, they can find that amazing sweet spot.

Using case studies from Birdsville Big Red Bash and Deni Ute Muster I shared some great practical insights and tips on strategies that will allow destinations to leverage events and events to leverage a destination, including:

• Cooperative marketing campaigns, that drive visitation to the destination and the event

• Developing packaged and bundled experiences for specific markets, driving increased length of stay pre and post the event

• The use of a major event to help grow a destination’s opportunity market

• How event merchandise can be used creatively year round to build a social brand and following for the destination

• Collaboration between a major event and surrounding rural communities to drive dispersal throughout a region

• Social media and digital tactics that events and destinations can use to support one another

The presentation slides show some examples of these.

My closing statement for destinations and events:

Whilst events and tourism destinations may have different objectives, the NUMBER 1 goal should be for them to work together to create LOYAL event and destination ADVOCATES.

Events play a critical role in introducing visitors to a destination, so the goal needs to be turning them into loyal advocates so that they return to the destination and the event and they tell others about it!

 Read my Top 5 tips on how to create loyal event advocates

Make sure you join me in 2020 at the Australian Events Symposium or The Business of Events conference in March, the only conference in Australia focusing on the strategic planning and commercial side of events, where I will be presenting on integrating events into a destination marketing plan.

Master Class webinar: Creating an experience, not just an event!

Join us on 14 December 2020 to learn how to create an event experience for your attendees …that feeling they get from engaging in unforgettable and inspiring activities which touch them emotionally and connect them with special places, people and cultures.