An examination of event tourism strategies in a surfing destination

Abstract

Festivals are rarely designed principally to attract tourists, rather they are designed to create social experiences which celebrate special occasions, or milestones in communities, showcase artistic or sporting talent (Allen, O'Toole, McDonnell, & Harris, 2008; Goldblatt, 2011; Getz, 2012). However in some instances, economic development agencies either in government or in business communities create deliberate event making strategies to attract and or keep visitors in a destination. The strategies can range from providing funding, marketing programs and professional development to existing event managers; to attracting, bidding for, or creating new events. This paper focusses upon one of these strategies in new event development, examining the creation of the Bleach Festival in the Southern Gold Coast region of Queensland, Australia and its relationship to the major surfing events in the destination. The research aims to explore the rationale for developing a fringe style arts event offering artists and performers opportunities to showcase their talents in a semi-curated festival space.