James Kennell

Business Faculty

Department of Marketing, Events and Tourism

Big Events in Small Places –Opportunities for Tourism Destinations

Who am I?Programme Leader, Tourism, Events and Hospitality Management

Director, International HQ, International Tourism Studies Association

Research and consultancy in Tourism, Destination Management, Event Impacts

The problem…How can small cities and emerging destinations capture more of the tourist market?

And how can they do it without having to spend money, that they don’t have?

What do big cities do?

An answer to the problem

(Getz & Page 2016)

Huge growth in Event Tourism since 2008

Temporary

Low investment

Opportunities for partnerships

There are lots of events in search of a destination

Big events in small places

What do you need to make it work?

An ‘interesting’ destination

Stakeholders

A great idea

Sponsorship

A money making

machine

ConclusionsSmall and emerging destinations have a massive opportunity

Event tourists want to visit interesting new destinations

Successful event tourism relies on partnerships more than money

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