Events Management Assignment Example



Great Events Limited Information Booklet

Section 1: Overview of Different Types of Events

Great Events Ltd specializes in organizing a wide range of events, catering to diverse needs and scales. Understanding the characteristics of each type of event is crucial for delivering tailored and successful experiences(Yildirim, Ektiren, and Erdoğan, 2023). Various event categories include:

  1. Small Events:
    • Description: Small events typically involve a limited number of attendees and are often more intimate. Examples include business meetings, workshops, seminars, and private parties(Yildirim, Ektiren, and Erdoğan, 2023).
    • Characteristics:
      • Venue Size: Small meeting rooms, private dining spaces, or community halls.
      • Audience Interaction: There is a high level of interaction between participants and presenters.
      • Logistics: Simple logistics with a focus on personalized experiences.
    • Examples: Team-building retreats, board meetings, local workshops.
  2. Medium-Sized Events:
    • Description: Medium-sized events accommodate a larger audience and often involve more complex logistics. Examples include conferences, product launches, and trade shows.
    • Characteristics:
      • Venue Size: Conference centers, exhibition halls, and larger meeting spaces.
      • Audience Interaction: Varied levels of interaction, including panel discussions and networking opportunities.
      • Logistics: Requires more detailed planning, audiovisual setups, and exhibitor coordination.
    • Examples: Industry conferences, product showcases, regional trade fairs.
  3. Large Events:
    • Description: Large events draw many attendees and often significantly impact the hosting destination. Examples include music festivals, large-scale concerts, and major sporting events(Yildirim, Ektiren and Erdoğan, 2023).
    • Characteristics:
      • Venue Size: Stadiums, arenas, outdoor festival grounds.
      • Audience Interaction: Diverse experiences, ranging from live performances to interactive exhibits(Leutwiler-Lee et al., 2023).
      • Logistics: Complex logistics involving crowd control, security, and VIP accommodations.
    • Examples: Music festivals, international sports events, major product launches.
  4. Mega Events:
    • Description: Mega events are global and attract massive audiences, media coverage, and economic impact. Examples include international summits, global sports competitions, and mega trade shows.
    • Characteristics:
      • Venue Size: International convention centres, purpose-built venues, entire cityscapes.
      • Audience Interaction: High-tech experiences, global participation, and extensive media coverage.
      • Logistics: Unprecedented logistical challenges involving international coordination, security, and accommodation.
    • Examples: Olympic Games, World Expos, and United Nations conferences.

Section 2: Characteristics of Tourism and Hospitality Events

Great Events Ltd excels in organizing events within the dynamic tourism and hospitality sector. Understanding the unique characteristics of this industry is critical to delivering exceptional experiences.

  1. Range of Venues:
    • Description: The tourism and hospitality sector offers a diverse range of venues suitable for various events. These venues contribute to the overall experience, enhancing the event’s appeal.
    • Venues:
      • Hotels and Resorts: Ideal for conferences, seminars, and corporate retreats.
      • Convention Centers: Suitable for large-scale conferences and trade shows.
      • Cruise Ships: Unique venues for conferences, product launches, and celebrations.
      • Outdoor Resorts: Perfect for destination weddings, music festivals, and team-building events.
  2. Benefits of Staging Events in Tourism and Hospitality:
    • Description:

Staging events in the tourism and hospitality sector offers numerous advantages, contributing to the success and appeal of the overall experience.The hotel and tourism industry boasts diverse venues, each uniquely designed to cater to travellers and event organizers’ myriad needs and preferences. Hotels are multifaceted establishments offering an extensive range of venues within their premises. Convention centres, banquet halls, meeting rooms, and ballrooms are staples, each meticulously designed to accommodate events of varying sizes and purposes(Leutwiler-Lee et al., 2023). With its expansive spaces and state-of-the-art facilities, convention centres are ideal for large conferences, trade shows, and exhibitions. Often elegant and versatile, Banquet halls are well-suited for weddings, gala dinners, and corporate events. Meeting rooms provide an intimate setting for smaller gatherings, such as business meetings, workshops, and seminars. At the same time, ballrooms offer a grand ambience for upscale events like formal receptions and black-tie affairs.

Beyond hotels, the tourism industry extends its venue offerings to encompass outdoor spaces, historical sites, and cultural landmarks. Nestled in picturesque landscapes, resorts provide a backdrop for destination weddings, team-building retreats, and wellness events. Beachfront venues offer a unique blend of natural beauty and recreational opportunities, catering to those seeking a leisurely escape or planning beachside ceremonies(Leutwiler-Lee et al., 2023). Historical sites, rich in cultural significance, add a touch of heritage and authenticity to events like historical reenactments, heritage tours, and themed parties. Museums, art galleries, and botanical gardens serve as distinctive venues, appealing to those seeking unconventional settings for exhibitions, receptions, and product launches. The versatility of venue options within the hotel and tourism industry ensures that event organizers can find the perfect location to align with their events’ theme, purpose, and scale.

The benefits of staging events within the hotel and tourism industry are multifaceted and extend beyond the mere convenience of having dedicated event spaces. First and foremost, hotels and tourism venues provide a turnkey solution, offering a comprehensive package that includes event spaces, accommodations, catering, and, often, event planning services. This integrated approach streamlines the organizational process for event planners, reducing the need for extensive coordination with external vendors(Kelly and Fairley, 2018). Additionally, the inherent hospitality infrastructure ensures attendees can access amenities such as accommodations, dining options, and recreational facilities, contributing to a seamless and immersive event experience.

Moreover, the professional expertise available within hotel and tourism venues adds significant value to event planning. Experienced event planners, culinary teams, and technical staff are well-versed in orchestrating various events, from corporate meetings to elaborate weddings. This expertise extends to logistical support, audiovisual arrangements, and customized catering services, ensuring that events are executed with precision and flair(Kelly and Fairley, 2018). The built-in support systems within these venues mitigate the need for external coordination, allowing event organizers to focus on the strategic aspects of their events rather than getting bogged down by operational details.

The diverse range of venue options within the hotel and tourism industry also translates into adaptability for various event formats and themes. Hotels, with their assortment of event spaces, can seamlessly transition from hosting a formal business conference in a dedicated meeting room to transforming a ballroom into a vibrant dance floor for a themed party. The flexibility of these venues enables event organizers to tailor the setting to the specific requirements and ambience they envision, ensuring that the platform becomes an integral part of the overall event experience(Johnson, Rickly, and McCabe, 2023).From a practical standpoint, the centralized location of many hotels and tourism venues contributes to accessibility for attendees. Proximity to airports, public transportation, and local attractions facilitates ease of travel for participants, enhancing the overall convenience and event attendance rates. This accessibility is advantageous for destination events, where attendees may travel from diverse locations.

In addition to the logistical and operational benefits, the aesthetic appeal of many hotel and tourism venues is a critical factor in their popularity. Hotels often invest in architectural design, interior décor, and landscaping to create visually stunning environments. These visually appealing settings contribute to the overall ambiance of events and serve as a backdrop for event marketing and branding(Yildirim, Ektiren, and Erdoğan, 2023). The photogenic qualities of these venues can be leveraged for promotional purposes, enhancing the event’s reach and impact through social media and marketing collateral.

Furthermore, staging events within hotels and tourism venues contributes to the local economy. Beyond the event’s revenue, a ripple effect extends to local businesses, transportation services, and cultural attractions. The influx of event visitors stimulates economic activity in the surrounding community, fostering a symbiotic relationship between the venue and its local environment(Johnson, Rickly, and McCabe, 2023).From a sustainability perspective, many hotels and tourism venues increasingly adopt eco-friendly practices. Implementing green initiatives, such as waste reduction, energy efficiency, and sustainable sourcing, aligns with the growing demand for environmentally conscious events. This focus on sustainability reflects positively on the venue’s corporate social responsibility and resonates with an ecologically conscious clientele.

Benefits and Highlights of Event Planning:

  • Experiential Settings: The sector provides opportunities for unique and immersive event experiences.
    • Professional Services: Access to expert event planners, catering services, and specialized equipment(González‐Rodríguez, Díaz‐Fernández and Pulido-Pavón, 2023).
    • Destination Appeal: Events in attractive locations enhance participant engagement and satisfaction.
    • Networking Opportunities: Tourism and hospitality events often facilitate valuable networking in a relaxed setting.

Examples: Hosting a business conference in a resort with team-building activities, organizing a product launch on a luxury cruise, or staging a destination wedding in a picturesque location.


As a leading event management company, Great Events Ltd is well-equipped to handle the intricacies of organizing events across various scales and within the dynamic tourism and hospitality sector. By understanding the unique characteristics of each event type and leveraging the diverse range of venues offered by the industry, Great Events Ltd ensures memorable and impactful experiences for clients and attendees alike. Whether orchestrating an intimate workshop or contributing to the success of a mega event, our commitment to excellence remains unwavering.


González‐Rodríguez, M.R., Díaz‐Fernández, M.C. and Pulido-Pavón, N. (2023) ‘Tourist destination competitiveness: An international approach through the travel and tourism competitiveness index,’ Tourism Management Perspectives, 47, p. 101127.

Johnson, A.-G., Rickly, J.M. and McCabe, S. (2023) ‘Suppliers’ perceptions on engaging in smart destinations: Evidence from Ljubljana,’ Tourism Management Perspectives, 47, p. 101125.

Kelly, D.M. and Fairley, S. (2018) ‘What about the event? How do tourism leveraging strategies affect small-scale events?’ Tourism Management, 64, pp. 335–345.

Leutwiler-Lee, M.J. et al. (2023) ‘Dimensionality in the service quality perceptions of quarantine hotel guests,’ Tourism Management Perspectives, 47, p. 101124.

Yildirim, D.Ç., Ektiren, B. and Erdoğan, F.G. (2023) ‘The threshold effect of tourism, growth, and population interactions on environmental pollution in Mediterranean countries,’ Tourism Management Perspectives, 47, p. 101118.


Understanding the Meetings, Incentives, Conferences &Exhibitions(MICE)sector


The Meetings, Incentives, Conferences & Exhibitions (MICE) sector is a crucial component of the global events industry, playing a pivotal role in driving economic growth, fostering business relationships, and promoting knowledge exchange. In this presentation, we will explore what the MICE sector encompasses, how it has evolved, and the distinctive characteristics of each element.The MICE sector refers to a specialized niche within the broader events industry, focusing on four key components:

Meetings: Meetings are gatherings that bring together a relatively small number of participants for a specific purpose. These can range from internal business and board meetings to training sessions and team-building events. Meetings are characterized by their intimate nature, allowing for detailed discussions, networking, and collaborative problem-solving.

Incentives: Incentive events motivate and reward individuals or groups, often employees or business partners, for achieving specific goals or milestones. These events aim to boost morale, enhance loyalty, and foster a sense of accomplishment(Evans,2019). Incentive programs often include travel, luxurious experiences, and exclusive activities to create a memorable and motivating environment.

Conferences are larger-scale events that bring together professionals, experts, and thought leaders within a particular industry or field. They serve as platforms for knowledge exchange, networking, and showcasing the latest advancements. Conferences may feature keynote speakers, panel discussions, workshops, and exhibitions, providing participants with valuable insights and opportunities to stay abreast of industry trends.

Exhibitions: Exhibitions involve showcasing products, services, and innovations to a targeted audience. They provide businesses a platform to display their offerings, generate leads, and establish connections with potential clients and partners. Exhibitions are characterized by booths, displays, and interactive presentations that allow attendees to engage with products and services firsthand(Filimonau et al., 2022).

Development of the MICE Sector

The MICE sector has experienced significant growth and evolution over the years, driven by several factors:

  • As businesses expanded globally, the need for international meetings, conferences, and exhibitions grew. The MICE sector was adapted to facilitate cross-border collaborations and networking on a global scale.
  • Advancements in technology have transformed the MICE sector, enabling virtual meetings, hybrid events, and interactive exhibitions. Technology has enhanced the reach and impact of MICE activities, allowing participants to engage remotely and facilitating seamless communication(Dolasinskiet al., 2020).
  • Governments and businesses recognize the economic impact of the MICE sector. Events attract visitors, stimulate local economies, and contribute to job creation. This recognition has led to increased investment in event infrastructure and support services.

Characteristics of Each MICE Element


  • Intimate and focused on detailed discussions.
  • Opportunities for networking and relationship-building.
  • It is in varied formats, including board meetings, training sessions, and team-building activities.


  • It is aimed at motivating and rewarding individuals or groups.
  • It often includes travel, exclusive experiences, and luxury accommodations.
  • It is focused on fostering a positive and rewarding atmosphere(Evans,2019.


  • Large-scale events bring together industry professionals.
  • Knowledge is exchanged through keynote speakers, panel discussions, and workshops.
  • It includes showcasing the latest industry trends and innovations.


  • It mainly involves showcasing products, services, and innovations to a targeted audience.
  • Opportunities for lead generation and business collaborations include promotional brand activations(Dolasinskiet al., 2020)
  • Include interactive displays and presentations to engage attendees.


 In conclusion, the MICE sector is dynamic and integral to the events industry, encompassing Meetings, Incentives, Conferences, and Exhibitions. As an event manager, understanding the unique characteristics of each element is essential for creating successful and impactful experiences. The sector’s continued evolution, driven by globalization, technology, and economic considerations, underscores its significance in facilitating collaboration, knowledge exchange, and economic growth on a global scale.


Dolasinski, M.J., Roberts, C., Reynolds, J. and Johanson, M. (2020). Defining the Field of Events. Journal of Hospitality & Tourism Research, 45(3), p.109634802097826. doi:

Evans, N. (2019) Strategic Management for Tourism, Hospitality, and Events, Routledge eBooks.

Filimonau, V., Ashton, M.W. and Stankov, U. (2022) ‘Virtual spaces as the future of consumption in tourism, hospitality, and events,’ Journal of Tourism Futures [Preprint].


Harnessing the Power of Events in Tourist Destinations

How are you, my esteemed clients,

I am delighted to present the unparalleled potential of events in driving positive outcomes for tourist destinations. When strategically planned and executed, events establish a symbiotic relationship between tourism, hospitality, and the local community. Let’s delve into this dynamic connection and explore how the positive impacts of events far outweigh any potential negatives.

1. The relationship between tourism, hospitality, and events: Events play a pivotal role in enhancing the appeal of tourist destinations. They create a unique synergy, attracting visitors and providing opportunities for local businesses to thrive. The hospitality sector, including hotels, restaurants, and service providers, directly benefits from the influx of event attendees, contributing to economic growth and sustainability.

2. Example of a major event in a tourism destination: An exemplary illustration is the Carnival Festival in Brazil. This world-renowned event not only celebrates the art of cinema but also transforms Brazil into a global hotspot, drawing international attention and a diverse audience.

3. Positive and Negative Impacts of the Carnival Film Festival:

Positive Impacts:

  • Economic Boost: The influx of visitors significantly stimulates the local economy through increased tourism spending.
  • Global Visibility: The event enhances the destination’s international reputation, attracting year-round tourism.
  • Cultural Exchange: The festival fosters cultural exchange by bringing together artists, filmmakers, and audiences worldwide.

Negative Impacts:

  • Environmental Footprint: Large-scale events may contribute to environmental degradation due to increased waste generation and energy consumption.
  • Congestion: High attendance can lead to congestion, negatively affecting residents and businesses.
  • Short-Term Job Market: Employment opportunities may be seasonal, impacting the local job market.

 Ways to Increase Positive Impacts:

  • Implementing eco-friendly initiatives, such as waste reduction and energy-efficient practices, to minimize the environmental footprint ensures sustainability.
  • Community Engagement: Collaborating with local communities ensures that the positive impacts of events are inclusive and benefit all stakeholders.
  • Year-Round Programming: Promoting diverse events throughout the year to sustain tourism and economic benefits beyond the main event.

5. Ways to Decrease Negative Impacts:

  • Comprehensive Planning: Thorough planning considering traffic management, waste disposal, and accommodation availability can mitigate adverse effects.
  • Infrastructure Investment: Investing in infrastructure improvements to handle increased visitor numbers and enhance the overall experience for both residents and tourists.
  • Community Feedback: Regularly seeking and incorporating feedback from the local community helps address concerns and ensures events align with the destination’s values.

In conclusion, events in tourist destinations are potent catalysts for positive change. By strategically maximizing the positive impacts and addressing potential negatives through sustainable practices and community collaboration, we can create events that benefit our clients and contribute to the destination’s long-term prosperity and well-being. I am confident that together, we can embark on a journey of transformative events that leave a lasting positive impact. Thank you

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