EVENT STRATEGIES
Events can play an important role in differentiating a destination and they can also have a considerable economic impact. Key issues for a destination are, however, which events to initiate, which events to develop and which events to bid for. To inform these decisions a destination must understand which events it can run; which will complement its existing brand; which will attract visitors from outside the area and which offers the greatest potential to become a significant asset for the destination contributing to its diferrentiation.
Tourism UK Ltd has developed a number of event strategies for destinations and has worked on feasibility studies for major events such as the Ryder Cup. What we can deliver is a strategic view on the approach a destination should make to develop an event programme that contributes significantly to the tourism economy.