Event Tourism planning

Events have a range of impacts...
-positive and negative
-on host communities and stakeholders

financial impacts of the events-
meeting budgets

triple bottom line of impacts of events:
social, economic, and environmental impacts

event impacts can be split into 3 categories:
1. external impacts
2. organizational impacts
3. personal impacts

Personal impacts (positive):
+ perceptions that the event met or exceeded expectations
+ satisfaction/happiness
+ attitude change- towards events, sponsors, causes..
+ personal change: lifestyle, values..

Personal impacts (negative):
- perceptions of poor value-for-money
- no intent to repeat event experience
- lack of satisfaction
- failure to meet expectations

organizational impacts:
-financial impacts: revenue generation
-HR impacts: recruitment and retention, motivation of staff, team building...
-impacts on organizational capacity- growth skills, development...
-marketing impacts- profile raising, word of mouth, media attention..

Trade shows:
-client acquisition
-Trade Fairs in Italy are the most important showcase of 'Made in Italy'. More than a thousand fairs are annually held in Italy's congress and exhibition centers, for a turnover of around 10 billion Euros.
-With over 6.5 million sqm of rented exhibition spaces, and just behind Germany with a 9.3 sqm area available (source: AEFI, -Italian Exhibition and Trade Fair Association)
Italy ranks second place worldwide as an exhibition destination.

HOMI
-International Home Show. Household and Gift Articles, Costume Jewelry, Perfumery and Fancy Items, Hardware, 'Do It Yourself'
-Brand: A dynamic, flowing journey through 10 satellites that define the shopping experience of tomorrow, providing for greater business opportunities with new chances for exhibitors and buyers to meet
-It is about lifestyles and the focus is people, their habits and their spaces. It is a special place where Italian hospitality meets international taste in an upward spiral of inspiration, expanding horizons and new business opportunities.

Macy's Thanksgiving Day Parade: Marketing
-originally imagined by Macy's employees, many of whom were first-generation immigrants who wanted to celebrate in a manner like their parents did back at home.
-It was staged by a mixture of store employees and professional entertainers, and called the 'Christmas Day Parade,' even though it took place on Thanksgiving.
-Now, it has made the brand ubiquitous, and is so popular thousands of people even trek to view the parade's balloons being inflated
-The momentous Macy's Day Parade seen by more than 3.5 million people in New York and 50 million at home is a Thanksgiving staple full of balloons, floats and festive performances.

External impacts: economic
-concerns of an event entrepreneur/host organization
-within the budget
-results in a surplus or profit- income from sponsorship, merchandise and ticket sales exceeds the costs of conducting and marketing

-Host communities and governments:
-Turning to tourism as a growth industry capable of delivering economic benefits and job creation.
-Events are seen as image-makers, creating profile for destinations, positioning them in the market and providing competitive marketing advantage
-One of the most important impacts is the tourism revenue generated by an event
-Event visitors are likely to spend money on travel, accommodation, goods and services in the host city or region

Why Tourism Matters:
-Travel and tourism ranks among the most exciting and dynamic economic sectors on the planet. In 2014, the industry accounted for $7.6 trillion in revenues or 9.8% of the world's gross domestic product (GDP) and was responsible for providing 105 million jobs. (wttc)

Tourism in Europe
In Europe, Travel & Tourism generates more income than automotive manufacturing, chemicals manufacturing, banking, agriculture, and the mining sector, according to research from the World Travel & Tourism Council (WTTC).

Tourism in Italy
With 48.6 million tourists a year (2014), Italy is the fifth most visited country in international tourism arrivals. People mainly visit Italy for its rich art, cuisine, history, fashion and culture, its beautiful coastline and beaches, its mountains, and priceless ancient monuments. Italy also contains more World Heritage Sites 51 than any other country in the world.

Tourism is one of Italy's fastest growing and most profitable industrial sectors, with an estimated revenue of €189.1 billion.

Situational analysis:
-should reflect the perspectives of the stakeholders of the event: tourism bodies, community, government agencies
-SWOT

Development of event tourism goals
-economic benefits flowing from tourism
-destination branding
-destination marketing
-creating off-season demand for tourism industry services

brand:
A name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service

Brands are ...
powerful assets that must be carefully developed and managed

country branding:
Every country has a brand. This brand is not uniform or static. It is perceived differently from an individual to a country, culture, religion, etc.

the national brand dimensions
People
Culture
Promoting Tourism
Exporting Brands
Foreign and Domestic Policy

tourism in italy
The tourism dimension in Italy represents
the 4th biggest export industry in the world. More specifically, Italy has consolidated
its position at 5th place in arrivals and 6th place in earnings in 2014, which represent nearly 50 million people.

la bella figura
-Italians are strikingly beautiful
-Good Image
-La Bella Figura: a way of life that emphasizes beauty, aesthetics, and proper behavior.
-Italy is a place of grandeur and elegance even in the details.
-La Bella Figura is everywhere in Italian life, especially the south.
-Every nuance of appearance, presentation, and behavior represents la Bella Figura.
-It is an etiquette system
-It means acting properly, knowing how to act and how to behave under particular circumstances. It is knowing what is appropriate and when, what is of high quality and taste vs what is too cheap.

development of event tourism goals
-Enhancing visitor experiences
-Catalyst for expansion and/or improvement of infrastructure
-Progression of a destination's social, cultural and/or environmental agenda

Creation of an event tourism organisational structure
-To progress a destination's event tourism goals, responsibility is handed to one or more organisations
-For cities, these organisations could encompass bodies responsible for:
Festivals
Business tourism
Major events
Overall tourism development

expo milano
Expo Milano 2015 is a non-commercial Universal Exposition with some very unique and innovative features. Not only is it an exhibition but also a process, one of active participation among a large number of players around the theme of Feeding the Planet, Energy for Life and sustainable agriculture

development of an event tourism strategy (existing event development)
-Use 'hallmark' events as the foundation for image-building efforts
-Merge several smaller events to create one larger event
-Develop hallmark events, but maintain a mix of small-scale events throughout the year for year-long appeal for a destination

Destination marketing: tourism in rome
Rome is one of the most visited cities in the world, with an average of 7-10 million tourists a year. The Colosseum (4 million tourists) and the Vatican Museums (4.2 million tourists) are the 39th and 37th (respectively) most visited places in the world.

Religious tourism in rome
-Tourism to Rome recorded a strong performance in 2013, driven by a rise of both inbound flows from the traditional markets of the US, UK, Germany and Japan, and from the emerging markets. Growth is expected to stay steady in the 2014-2019 period, benefiting from fast-rising arrivals from China and Russia.

-As the centre of the Catholic Church, Rome is also favoured by the rising global trend for religious tourism, further strengthened by the popularity of the recently elected Pope Franci

the pope effect:
-Rome is the most important Italian destination in terms of both incoming and domestic tourism, thanks to its broad historic and cultural offer, which features many important heritage sites, and for being the centre of the Catholic Church.

evaluation of an event tourism strategy:
-Evaluation is fundamental to the success of any strategy
-Collection and interpretation of information (Especially data on visitor flows)
-Whole-of-destination assessments of event tourism performance
-Each organisation involved in an area's event tourism development should have own goals
-All goals should link to the destination's overall event tourism goals

tourism events and regional development
-Regional areas acknowledge benefits that can flow from event tourism
-Local government is now actively supporting event tourism in regional areas (Tourism event grants)

city slogans
a really good slogan sells a unique experience