1. Event Tourism Guidance
Unit 1

2. The world of events history
• First Olympic Games - Greece - 776BC
• SA: began with meetings/conferences in
the 1960s and 1970s
• Market growth since 1994
• Marketed as a business, sports, cultural &
lifestyle destination
• WC: 1995 Rugby World Cup (Newlands)
• 2010 Soccer World Cup: changes
image/perception of Sa

3. Benefits for SA
• Address the historical imbalances of
the past
• Create a favourable image
• Establishes the destination as a tourist
attraction
• Attract repeat visitation
• Create global competitive advantage
• Pride in the local community/support

4. The Definition of Event
Management
• “Event management is the process by which an
event is planned, prepared, and produced. As with
any other form of management, it entails the
assessment, definition, acquisition, allocation,
direction, control, and analysis of time, finances,
people, products, services, and other resources
to achieve objectives”.
• “An event manager’s job is to oversee and arrange
every aspect of an event, including researching,
planning, organizing, implementing, controlling,
and evaluating an event’s design, activities, and
production”.

5. The events industry
described
Event tourism is defined as:
-the systematic development
-planning
-marketing
-holding of events as tourist attractions

6. Event Tourism
Objectives/goals:
-to create a favourable image
-to expand traditional tourism season
-to spread tourism demand evenly
-to attract domestic and foreign visitors

7. Event Tourism
Event tourist:
-those traveling away from home to a
destination for business or pleasure
-stays overnight at a destination
Event visitor:
-returns home the same day

8. Types of events (genres)
1.
2.
3.
4.
5.
6.
7.
8.
Cultural events
Business or trade events
Educational events
Private events
Sports events
Art/entertainment events
Political events
Recreational events

9. Inaugurations
Inaugurations
Investures
Investures
VIP visits
VIP visits
rallies
rallies
Professional
Professional
Amateur
Amateur
Political Event
Political Event
Segment
Segment
Sports
Sports
Event
Event
Segment
Segment
•Fairs, markets, sales
•Fairs, markets, sales
•Trade shows
•Trade shows
•Expositions
•Expositions
•Meetings and conferences
•Meetings and conferences
•Publicity events
•Publicity events
•Fund-raiser events
•Fund-raiser events
•Incentive events
•Incentive events
Business
Business
and trade
and trade
event
event
segment
segment
Event
Even
Genre t
Genre
Recreation
Recreation
al Events
al Events
Segment
Segment
•Amusement events
•Amusement events
•Recreational sport and games
•Recreational sport and games
Personal (anniversaries,
Personal (anniversaries,
family holidays, rites de
family holidays, rites de
passage)
passage)
Social (parties, galas,
Social (parties, galas,
reunions)
reunions)
Private Event
Private Event
Segment
Segment
Festivals
Festivals
Carnivals
Carnivals
Religious pageants
Religious pageants
Parades
Parades
Heritage commemorations
Heritage commemorations
Cultural
Cultural
Events
Events
Art &
Art &
Entertainment
Entertainment
Event Segment
Event Segment
Educational
Educational
Event
Event
Segment
Segment
•Seminars, workshops, clinics
•Seminars, workshops, clinics
•Congresses
•Congresses
•Concerts
•Concerts
•Award Ceremonies
•Award Ceremonies
•Various performances
•Various performances

10. Class activity (discussion)
• It is expected of you to provide two
examples of existing Western Cape
events for each event genre (16 events)
Trends and Dynamics
• Major trends in the Events Industry (additional
handouts)