A special relationship: events and tourism

I presented at the Australian Events Symposium (and I’m about to present at the Australian Regional Tourism Convention) 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 who think they are separate industries!).

As a passionate advocate for regional tourism, I see events as a critical element of the tourism industry. They are one of the main drivers of visitation to rural destinations (sometimes the only driver!)

Three quarters of attendees would not go to a destination if not for an event. For 57% of first time visitors and 69% of repeat visitors, an event is the main reason to visit.

Tourism Research Australia, 'Events: Drivers of Regional Tourism'

My past 20 years working on over 25 festivals and in more than 50 regional and rural communities have involved using the relationship between tourism and events to drive growth in the economy and pride in the community. For me, tourism and events should not be treated as two separate industries – the conference was now my opportunity to showcase why.

View my presentation slides here.


I also shared this video to show just how important events are in terms of driving tourism:

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

What destinations want from events.png
What events want from destinations.png

Using case studies from Birdsville’s Big Red Bash and the Deni Ute Muster I shared 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 markets

  • 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.

Whilst events and tourism destinations may have different objectives, the #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!

Thank you to the Australian Events Symposium for having me, I had an absolute blast.

- Linda Tillman

 
Destinations, EventsLinda TillmanComment