ABSTRACT

Many of the world’s most notable accomplishments are international events. The manner in which businesses, nations, and individuals meet, entertain, and trade continues to exemplify what can be achieved in a modern world. From religious gatherings of faith, to what for many are deeply fanatical gatherings of sport and politics, the draw of the international event is deep in passion, conviction, and to some, more important than life and death. Today, more people are attending, while more places than ever are planning and providing international events.

International festivals and events themselves offer a unique platform for cultural exchange, rejuvenation, or preservation (Jepson and Clarke, 2016). But while hindsight can demonstrate that many international events have existed for millennia, foresight is improving engagement through aspects of digital technology while advancing the key principles that have essentially remained unchanged. Now that the fourth industrial revolution is very much upon us – now commonly known as Industry 4.0 (I4.0), all businesses have an opportunity to improve their entire value chain (Bordeleau et al., 2018). International events are absorbing aspects of I4.0 at every stage of the process, pushing the boundaries of event experiences far beyond the physical world. What can be produced in milliseconds today is a long way (not only in time), from the experience of the pioneers of the first notable international events.

This first chapter introduces us to the concept of international events. A definition is provided of what international events are, along with the various specialised niche groups that exist within the broader definition. The origins and scope of these various niches as is best understood are also explained. We learn the value and importance international events bring to communities and nations alike and how they can be used for reasons other than their original purpose. Finally, while international events can generate massive amounts of investment, there is also the need to consider the common impact in order to deliver socially acceptable occasions.