Cities use events to spur their marketing and regional development

This is part of Adventure, Culinary, Tourism (ACT) Faculty lecture series.

Arend Hardorff will present research and lead the discussion. Arend is the Programme Manager and Vice Director of the Academy for Leisure of NHTV University of Applied Sciences, Netherlands.

Bring your questions.

Abstract

In the Netherlands (and in Western Europe in general), tens of millions of euroes per year are spent by cities and provinces on subsidizing commercial or not-for-profit organizations for organizing events. From Olympic and Commonwealth Games to smaller sporting and cultural events, events play a role in developing the profile of the city or region. Sometimes they are expected to play a role in improving a bad image, but mostly they are sold to the population with an economic argument. Visitors and tourists spend money and that’s good for local retail, restaurants, bars, hotels etc..

Furthermore, events can play a role in bonding inhabitants with the city and with each other. A special niche includes events that help the integration of ethnic groups within societies.