Positive imagery is important for the event. It is important also for attracing tourists to a destination. There has been a drive by destinations to assemble an abundance of positive image attributes in the hope that this will attract visitors. However, research has shown that the attributes that travellers base their journey on are not necessarily those promoted by destinations (McCartney et al.,2009). What is significant is isolating a few distinct features of importance to the visitor. The events marketing team must promote those aspects deemed to be central criteria by the potential participant to commit their time and money to. Aligning the promotional message to participant profile and motives is a crucial factor in how successfully this is done.