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 avital 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.