Presentation given at the 2nd international conference for students of tourism and gastronomy, Skopje, 28th October 2017. The presentation made the argument for hosting large events in small destinations, as a cost-effective way of tourism destination marketing.

1. James Kennell
Business Faculty
Department of Marketing,
Events and Tourism
Big Events in Small
Places –
Opportunities for
Tourism
Destinations

2. Who am I?
Programme Leader, Tourism, Events
and Hospitality Management
Director, International HQ, International
Tourism Studies Association
Research and consultancy in Tourism,
Destination Management, Event
Impacts

3. The problem…
How can small cities and
emerging destinations
capture more of the
tourist market?
And how can they do it
without having to spend
money, that they don’t
have?

4. What do big cities do?

5. An answer to the problem
(Getz & Page 2016)
Huge growth in Event Tourism
since 2008
Temporary
Low investment
Opportunities for partnerships
There are lots of events in
search of a destination

6. Big events in small places

7. What do you need to make it work?
An
‘interesting’
destination
Stakeholders
A great idea
Sponsorship
A money
making
machine

8. Conclusions
Small and emerging destinations have a massive
opportunity
Event tourists want to visit interesting new destinations
Successful event tourism relies on partnerships more
than money
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D e p a r t m e n t o f M a r k e t i n g , E v e n t s a n d T o u r i s m
B u s i n e s s F a c u l t y
j . s . k e n n e l l @ G r e e n w i c h . a c . u k
@ j a m e s k e n n e l l
B l a d e n , C . , K e n n e l l , J . , A b s o n , E . & W i l d e , N . ( 2 0 1 7 ) E v e n t s
M a n a g e m e n t : A n I n t r o d u c t i o n 2 n d e d . L o n d o n . R o u t l e d g e
G e t z , D . a n d P a g e , S . J . ( 2 0 1 6 ) . P r o g r e s s a n d p r o s p e c t s f o r e v e n t
t o u r i s m r e s e a r c h . T o u r i s m M a n a g e m e n t , 5 2 , p p . 5 9 3 - 6 3 1 .
H a w k e s , D . , K e n n e l l , J . , B o o t h , P . a n d A b s o n , E . , 2 0 1 6 . T h e i m p a c t o f
m o t i v a t i o n f a c t o r s o n s p e n d i n g a t a p u b l i c s e c t o r f e s t i v a l s
p r o g r a m m e . I n I m p a c t A s s e s s m e n t i n T o u r i s m E c o n o m i c s ( p p . 6 7 - 8 0 ) .
S p r i n g e r I n t e r n a t i o n a l P u b l i s h i n g .