Introduction

In today's competitive landscape, host destinations are shifting from one-off major events to a strategic, long-term approach—event portfolios. By curating a diverse annual programme of events, cities and destinations can unlock sustained economic, social and cultural benefits.

In this article, we explore how event portfolios create year-round engagement, optimise resources, and build lasting community impact. We also look at what makes an event portfolio successful and the future of this approach in the evolving major events industry.

What is an event portfolio?

An event portfolio is an annual programme of diverse events strategically planned in order to maximise economic, social and cultural benefits. These portfolios of events offer cumulative outcomes and returns, creating sustainable development opportunities and helping host destinations to meet a variety of policy objectives.

Why is this a good strategy for major event hosts?

The power of implementing an event portfolio strategy for host destinations lies in the benefits of creating a continuous flow of events throughout the year. Rather than relying solely on the short-term benefits of a major event, cities can use these large-scale events as catalysts for broader development by integrating them into a long-term strategy. This integration helps ensure that the infrastructure and investments associated with major events contribute to long-term community goals.

What benefits do event portfolios bring?

A portfolio of events supports destinations to become ‘eventful cities’ in which events are integrated into a place’s identity, economy and culture. Destinations that host multiple, curated experiences attract more visitors, see long term economic benefits and improved community engagement. This sustainable approach helps destinations to avoid the pitfalls of major event planning, whilst maximising long term benefits.

What does a successful event portfolio look like?

Successful event portfolios leverage the full potential of a destination’s assets by pooling resources – such as facilities, volunteers, know-how and financial investments – to reduce costs and improve quality. They take into account seasonality of tourism and local activities – scheduling events so that tourism seasons are extended, local resources are managed effectively and residents and tourists are continuously engaged. They also harness connections between different types of events to create strong stakeholder networks and a more resilient local economy.

What is the future of event portfolios?

As cities increasingly recognise the value of event portfolios, more are likely to transition from organic to formalised structures. This evolution requires a focus on strategic planning, stakeholder collaboration, and the continuous evaluation of outcomes, but a formalised approach ensures hosts see a range of long-term, sustainable benefits.

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