Increasing the contribution of special events to Niagara's tourism industry

The purpose of this paper is to discuss the contribution of events to the Niagara region's tourism product.

Using contributing perspectives from the industry and academia, this paper provides an overview of festivals and meeting/convention events in the region.

Drawing from specific examples from the region, reasons for event successes are discussed. A diagram is used to illustrate how event products should be developed in order to help Niagara region tourism and economic growth.

Current and future challenges for the region are presented and suggestions for overcoming barriers are provided.