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Event Tourism Guidance
Unit 1
The world of events - history
• First Olympic Games - Greece - 776BC• SA: began with meetings/conferences in
the 1960s and 1970s• Market growth since 1994• Marketed as a business, sports, cultural &
lifestyle destination• WC: 1995 Rugby World Cup (Newlands)• 2010 Soccer World Cup: changes
image/perception of Sa
Benefits for SA
• Address the historical imbalances of the past
• Create a favourable image
• Establishes the destination as a tourist attraction
• Attract repeat visitation
• Create global competitive advantage
• Pride in the local community/support
• “Event management is the process by which an event is planned, prepared, and produced. As with any other form of management, it entails the assessment, definition, acquisition, allocation, direction, control, and analysis of time, finances, people, products, services, and other resources to achieve objectives”.
• “An event manager’s job is to oversee and arrange every aspect of an event, including researching, planning, organizing, implementing, controlling, and evaluating an event’s design, activities, and production”.
The Definition of Event Management
The events industry described
Event tourism is defined as:
-the systematic development
-planning
-marketing
-holding of events as tourist attractions
Event Tourism
Objectives/goals:
-to create a favourable image
-to expand traditional tourism season
-to spread tourism demand evenly
-to attract domestic and foreign visitors
Event Tourism
Event tourist:
-those traveling away from home to a destination for business or pleasure
-stays overnight at a destination
Event visitor:
-returns home the same day
Types of events (genres)
1. Cultural events2. Business or trade events3. Educational events4. Private events5. Sports events6. Art/entertainment events7. Political events8. Recreational events
Sports Event
Segment
Sports Event
Segment
Business and trade
event segment
Business and trade
event segment
Personal (anniversaries, family holidays, rites de passage)Social (parties, galas, reunions)
Personal (anniversaries, family holidays, rites de passage)Social (parties, galas, reunions)
Art & Entertainment Event Segment
Art & Entertainment Event Segment
Educational Event
Segment
Educational Event
Segment
Recreational Events Segment
Recreational Events Segment
Political Event Segment
Political Event Segment
Amusement eventsRecreational sport and games
Amusement eventsRecreational sport and games
Seminars, workshops, clinicsCongresses
Seminars, workshops, clinicsCongresses
Event Genre
Event Genre
ConcertsAward CeremoniesVarious performances
ConcertsAward CeremoniesVarious performances
FestivalsCarnivalsReligious pageantsParadesHeritage commemorations
FestivalsCarnivalsReligious pageantsParadesHeritage commemorations
InaugurationsInvesturesVIP visitsrallies
InaugurationsInvesturesVIP visitsrallies
ProfessionalAmateur
ProfessionalAmateur
Cultural Events
Cultural Events
Private Event Segment
Private Event Segment
Fairs, markets, salesTrade showsExpositionsMeetings and conferencesPublicity eventsFund-raiser events Incentive events
Fairs, markets, salesTrade showsExpositionsMeetings and conferencesPublicity eventsFund-raiser events Incentive events
Class activity (discussion)
• It is expected of you to provide two examples of existing Western Cape events for each event genre (16 events)
Trends and Dynamics• Major trends in the Events Industry (additional
handouts)