ABSTRACT
Events and tourism have a synonymous relationship, not least because events are frequently used to generate tourism. This chapter examines tourism-focused events, namely mega, hallmark, business and commemorative events. The chapter then examines the importance of destination event strategies as a tool to guide their development and management. The key concept of portfolio strategies is reviewed, illustrated using a case study of the Melbourne Hallmark Event Strategy. The role and limitations of event strategies are critiqued along with the contrasting examples of tourism and rural events at a smaller scale of operation. The role of rural events is illustrated through a case study of the Meeniyan Garlic Festival, Australia.
