From the tourism industry’s perspective, typically
through the eyes of a DMO or event development agency,
events are highly valued as attractions, catalysts, animators,
place marketers, and image-makers. The specific role
of a DMO is generally to promote tourism to a destination,
both business and leisure travel. Conventions are considered
business travel and participation sport events or
festivals are part of leisure travel. In a study of Canadian
visitor and convention bureaus (Getz, Anderson, &
Sheehan, 1998), events were revealed to be one of the few
areas of product development engaged in by DMOs;
typically their membership (often dominated by commercial
accommodation operators and attractions) want
visitor demand all year round.
Existing events might be viewed as resources to exploit,
which can be problematic from a social and cultural
perspective. Taking a comprehensive portfolio approach