Once two totally separate industries, the special events industry and the travel industry are working more closely together than ever before, leading to mutually successful business relationships, new and fresh tour itineraries, and destination events (as opposed to local events) putting “heads in beds.”
The American Bus Association has realized this for the past 28 years and annually votes on the Top 100 Events in North America for tour operators. Similarly, Red Hot Celebrations is rapidly becoming the travel trade’s event connection.
Special events are often the reason first-time travelers select a destination. The economic impact of these first-time guests traveling to destinations for niche celebrations, fairs, festivals and anniversary commemorations can be felt for years to come.
On the other hand, tour operators who have a loyal customer base need to provide reasons for repeat guests to return to a destination. Their itineraries need to be fresh and special events add flavor, value, novelty and excitement to existing itineraries and previously-visited destinations.