I'm a country | I'm a region
I'm a city |
I'm an attraction | I'm a hotel
There’s nothing like an event to draw people to a destination - and the better known the event and the stronger its brand appeal, the greater the pulling power and - crucially - the impact on people’s perception of the city or area or even country where it is being held.
Events are a destination in their own right. Rightly targeted and well presented and publicised, they will draw the visitors you wish to draw.
What do we really mean by the word "event"?
It’s almost as broad as you wish, and applies equally to the regular or ad hoc. But in essence we are talking of major ‘festivals’ that are of sufficient quality to draw the crowds through to minor quirky, unusual festivals with appeal to appropriate niche markets.
Events should never be underrated for the key role they can play in building awareness, enhancing an image as well as bringing the visitors:
- They are a quintessential reason for a short break
- At any time of year
- They help focus on and reach appropriate niche markets
- And do so credibly
- They provide a great opportunity to sample a destination
- And a compelling reason to visit again (and again…)
- They help underpin particular claims relating to brand personality [e.g. a festival that’s been taking place for decades or even centuries endorses a claim of being ‘unspoilt’ and ‘authentic’, proud of one’s heritage]
- They are remembered
- They build word-of-mouth
What’s more, events are dynamic. A dynamism that transfers to the image of the host city or area or even country.
But events are time sensitive. You have to plan well in advance to make sure you’ve given people the time to plan their visit.
Many tourism organisations will argue too that most good events are already over-crowded and draw too many visitors. This is true. And there’s no escape from it. This is an opportunity, not a problem. Targeting a more affluent visitor may be one way of exploiting the opportunity; others will be found in the type of ‘short break package’ you develop and publicise to your non-domestic visitor.
At The Hat Factory we believe the web is the ideal forum for publicising events, allowing as much or as little information to be provided, together with photographs, etc.
I'm a country | I'm a region
I'm a city |
I'm an attraction | I'm a hotel
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