ABSTRACT
The aim of this chapter is to consider the relationship between events and destination branding from a number of perspectives. After discussing the growing importance of event tourism, the nature of destination image is examined in the context of conceptual and applied frameworks. An attempt is then made to determine the status of the relationship between event management and tourism by reporting recent insight gained in Australia. The findings from a research project that focused exclusively on the role of events in destination branding are discussed before considering the implications of the Sydney Olympic Games on Brand Australia.
