Equally, ‘event management’ is a fast growing professional
field in which tourists constitute a potential market
for planned events and the tourism industry has become a
vital stakeholder in their success and attractiveness. But
not all events need to be tourism oriented, and some fear
the potential negative impacts associated with adopting
marketing orientation. As well, events have other important
roles to play, from community-building to urban
renewal, cultural development to fostering national identities—tourism
is not the only partner or proponent.