The increased competition between territorial entities aimed at attracting tourists and investments in the economy of regions makes it necessary to use more effective marketing tools and to develop new concepts meeting the requirements of the modern target audience. Implementing their marketing strategy, many countries, cities and regions use event marketing, whose popularity has been rapidly growing. Event marketing is a new vector of territories development in present-day conditions. Now, the number of cities specializing in the event-driven economy is increasing in the world. Countries, cities, and regions include large-scale events in their economic development strategies together with addressing the task of modernization of the infrastructure, promotional campaigns on the international and national levels, and attraction of tourists and investors.
The increased competition between territorial entities aimed at attracting tourists and investments in the economy of regions makes it necessary to use more effective marketing tools and to develop new concepts meeting the requirements of the modern target audience. Implementing their marketing strategy, many countries, cities and regions use event marketing, whose popularity has been rapidly growing. Event marketing is a new vector of territories development in present-day conditions. Now, the number of cities specializing in the event-driven economy is increasing in the world. Countries, cities, and regions include large-scale events in their economic development strategies together with addressing the task of modernization of the infrastructure, promotional campaigns on the international and national levels, and attraction of tourists and investors.