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Events and Festivals

Events and festivals provide numerous benefits not only for the individual business but for a community and tourism region. Local and regional events, including business events and conferences can increase visitation and expenditure, reduce seasonality, encourage repeat visitation and heighten regional awareness. They can also provide the stimulus for additional infrastructure development in the local area and building community pride. Read more

Events and festivals provide numerous benefits not only for the individual business but for a community and tourism region. Local and regional events, including business events and conferences can increase visitation and expenditure, reduce seasonality, encourage repeat visitation and heighten regional awareness. They can also provide the stimulus for additional infrastructure development in the local area and building community pride. Provided below are some of the key findings from research regarding the successful development of an event.

Business Operation Tip

Coordinated action between tourism stakeholders can help to promote an event and encourage increased length of stay in a region.


Event Planning and Management

Developing a successful event, whether it is a local event, special event, business event or major event, commonly requires extensive planning and commitment from a wide range of stakeholders. The development of an event should consider:

 

  • Establishment of an event management committee to develop and plan specific events, as demonstrated by the successful operation and management of Queensland’s Woodford Festival with an established event committee.
  • Developing an event concept or theme that is aligned with the destination and business’ values;
  • Consideration of event requirements including funding, sponsorship, promotion, facilities and equipment, access, legal obligations and risk management;
  • Coordinating involvement of other tourism industry stakeholders including accommodation providers, attractions and transport providers to encourage packaging and cooperative marketing.

Event Evaluation and Improvement

The evaluation of a festival or event is important to assess the value generated as a result of hosting the event. An economic evaluation of an event is the most common, however an evaluation can also provide demographic, marketing and visitor satisfaction data to assist in ongoing monitoring and improvement.

 

Encore’ is a Festival and Event Evaluation Tool developed by the Sustainable Tourism Cooperative Research Centre that is designed for event organisers and sponsors to assess the economic, environmental and social performance of an event, allowing event managers, funding agencies and host communities to monitor and improve their activities over time.

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