Events:

THE ASIAN SETTING

Asias Diversity
The continent has some of the worlds
richest countries, with highly developed
and well-managed business and tourism
infrastructure

At the same time, it has some of the
poorest countries, where business and
tourism prospects are limited.
Asias Diversity
Asian cultures are steeped in every major
world religion, a vast collection of
languages and dialects, and an ancient
history of several great empires, dynasties
and kingdoms

Within China alone, there are 56 officially
recognised ethnic groups..
Asias Diversity
This cultural diversity is evident while
journeying into Asia and the countless
heritage sites and buildings.

Many of Asias events have their
beginnings within a rich cultural and
historical legacy of stories and legends
passed down through the generations by
stories, song, dance and food.
Asias Diversity
Religious and ceremonial meanings are
led by religious and tribal elders, chiefs,
local dignitaries or members of royal
families.

This have been the social fabric of many
Asian communities, offering community
cohesion and identity.

All of this has been within a natural and
ecological setting and with limited creation
of event infrastructure.
Event Management: Urban and
Rural Settings
Urban Setting
Events are often within an urban setting-
concerts, product launches, conventions,
trade shows, festivals and sporting
events.
This urban locations will provide additional
leisure pursuits such as shopping, dining,
visiting historical sites or night
entertainment.
Rural Settings
The numerous villages and small towns in
Asia have little common with the large
commercial city environments and
landscapes.

Events in these smaller surrounding often
dominate activity in the destination and
involve the use of greater resources.
The Western Influence
The Western Influence
European powers have also added their
influence over the centuries of trade and
colonization in Asia
The French colonized Cambodia, Laos,
and Vietnam
The British colonized Malaysia,
Singapore, Hong kong, Sri Lanka and
India
The Portuguese were in Macau and Goa,
with Spain and later the United States of
America in the Philippines
The Western Influence
World War II and the Japanese Invasion
of several Asian countries was a period of
turbulence in the region, followed closely
by many countries gaining their
independence
The Western Influence
Various systems of self-government
emerged, from open democratic elections
and free trade to communism
Communism became a dominant political
force in countries such as Cambodia,
Vietnam and Laos
However, in this countries their tourism
industries have been constrained by an
initial lack of government interest and
investment against background of relative
isolation and chronic instability
The Western Influence
This historical legacy has added to the blend
and uniqueness of local festivals and
sporting events
Events in Singapore and Hong Kong shows
football, rugby, golf tournaments. Western
classical and rock music performances, and
international food festivals
The Western Influence
A trip to Philippines, illustrates the U.S
influence, with basketball, baseball and
American pool events at the regional and
national levels
In India, Cricket and field hockey is popular
throughout Asia.
Almost every Asian country host an
international marathon or triathlon
Grand Prix
Commonwealth events

The Asian Heart
In most Asian countries, however, this
Western influence has been limited
Many events remain a celebration of
Asian Culture and tradition
Water Festival celebrated throughout
Thailand, Cambodia, Laos and Bhutan
Bon Om Tuk (Festival of the Reversing
Current)- takes place at the Tonle Sap river
Songkran Water festival- a popular event in
Thailand with the Maha Songkran Day ( end of
the old year) and Wan Tahloeng Sok ( when
the New Year begins)
The Asian Heart
Bhuddist festivals are held throughout the
Asian calendars to mark Bhuddas
birthday and religious events.
The worlds largest meeting venue for
Buddhists is Dhammakaya, Thailand, where
thousands of worshippers attend weekly or
monthly gatherings
Chinese New year and the Mid Autumn
(Moon Cake) festival- key events
celebrated by thousands in Asian
countries as well as internationally
The Asian Heart
Festivals continue to play a key role in
community cohesion, maintaining a
vibrant community and preserving ancient
cultural traditions and customs
Asian festival events can promote a
positive destination image and give a
boost to the local economy by generating
revenues from visitors
Yet this is fraught with concerns about the
over commercialization of events with
more of a focus on revenues and political
jostling, and less on the community and
cultural aspects
Event Management and the
Tourism Industry in Asia
Events are increasingly used as tactics in
destination marketing, promotion and
development in the tourism industry
Events can be used within a community to
rejuvenate and foster civic pride and
cohesion
The use of events and the concept of
event management have become
fundamental components of economic
regeneration and strategies to enhance
the image and attractiveness of a
destination or city
Event Management and the
Tourism Industry in Asia
Event management in the tourism industry
is aimed at retaining the increasing wealth
of the domestic tourist market or attracting
the growing number of travellers to Asia.
Most Asian events have historical and
cultural meaning, being a celebration of
local customs, traditions and religious
beliefs
Western influences have brought the
newer event concepts of concerts, races,
tournaments, conventions and shows to
Asian destination
Event Management and the
Tourism Industry in Asia
For several destinations, though, tourism is
still at its introductory stage.
For some nations, an open door policy for
trade and tourism is also recent phenomenon.
For example, China began to open tourism only
in the 1980s.
Some Asian countries have opened their
borders gradually, cautious in their approach
towards external influences
Yet there has been a dramatic increase in
tourist traffic in Asia in recent years, as
countries continue to open their borders to
tourism and travel and receive international
exposure

Event Management and the
Tourism Industry in Asia
From 2000-2005, the rise in tourism in
most Asian destinations exceeded the
worldwide average.
This reflects the increasing use of events
to attract tourist as well as increased
leisure and business opportunities at the
destination

Event Management and the
Tourism Industry in Asia
Smaller destinations such as Hong Kong and
Singapore have limited natural resources but
have the ability to attract more international
tourist than neighbouring countries with
greater resources
They have limited tourist attractions, historical
and religious treasures, and scenic diversity,
but they are successful in attracting tourist
because they offer convenient locations and
political stability
This is scene also in their advance in their
advanced convention and exhibition travel
markets and the magnitude and range of
events that they host year-round
Event Management and the
Tourism Industry in Asia
Events today need to encompass several
components of strategic planning and
management.
They also need to limit negative impact,
making them sustainable and appealing to
evolving tourism segment while
maintaining their authenticity
Event Management and the
Tourism Industry in Asia
Given the global selection of events
available for participants, spectators,
media and other external stakeholders to
tale part in, it benefits countries to remove
any obstacles.
Visitors may be locked into some events
due to their being mega events,
tournaments or races, trade shows of a
specific product or service or part of a
world circuit.
In many cases, however, the participant
has an international and regional selection
of destinations hosting similar events
As the event industry grows in Asia, so
too does competition for participants who
can commit only a certain amount of
business or leisure time to events
Sustainable Tourism
Practices
4 categorises of tourism
events
1. Events deliberately initiated and
developed for tourism and hospitality-
generated from a new event concept,
such as f1 race in singapore, aimed
mainly at encouraging foreign visitor
arrivals. Their design and planning are
tailored to cater the needs of visitors as
well as residents.
1. Corporate events and product launches are
hsopitality driven-manufactured promotional
experiences aim to provide a stimulus for
additional consumption or sales afterwards

4 categorises of tourism
events
2. Events developed to include visitors
Dragon boat festival originally
commemorated the death of the revered
poet Qu Yuan. This has been developed
to include visitors both as spectators and
as competing teams.
4 categorises of tourism
events
3.Events that unintentionally become
popular with visitors
An event may not have been intended
originally for visitors, but over time it
appeals to both residents and visitors
alike.
Songkran Festival- celebrating Thailands
New Year involves visitors and residents
soaking one another with water. Also
referred to now as water festival
4 categorises of tourism
events
4. Events that exclude tourists
Tourist are discourage and excluded
from being a part of the event.
Such events include cultural or religious
displays and ceremonies that the
community does not wish of losing its
cultural meaning.

2010 by McGraw-Hill
Education (Asia)
Becoming an event
destination
Need to understand the resource commitment as often
from public funds
Event often are part of tourism and therefore subject to the
impact of the tourism industry
Events can get political
The rise in Asian economies have created a growing MICE
industry
2010 by McGraw-Hill
Education (Asia)
Restrictions to event
growth
Lack of supporting infrastructure expected by event visitors
(such as ease of access and quality hotel facilities)
Visa restrictions: There is a lack of consistency across Asia
on tourist visa policy
Civil unrest and domestics tension: In some Asian
countries, concern for safety is an important consideration
2010 by McGraw-Hill
Education (Asia)
Restrictions to event
growth
Economic crisis: The global financial crisis will also impact
travel to Asia
Health scares, personal hygiene and sanitation: SARS and
poor hygiene can deter travel
Conservation: Lack of policing and planning in some Asian
destinations has lead to heritage destruction and city
congestion
2010 by McGraw-Hill
Education (Asia)
Restrictions to event
growth
Policy and legislation: Adequate laws to police and protect
at events can negatively impact event growth and
participation
Lack of event knowledge: A lack of understanding of the
complexity of event management can lead to poor briefs
and badly managed events

2010 by McGraw-Hill
Education (Asia)
24-26.Major event trends
Integrated Resort development: A purpose
built entertainment complex with business and
leisure products all within one roof (Genting,
Malaysia, venetian Macao-resort)
E-event: Electronic connectivity assists in
areas such as registration, marketing,
participant communication and event
evaluation
Green event: Events have greater concern for
their carbon footprint with various green
codes being put in place
Similar to e-business and the benefits of being
cost-effective with greater reach and speed,
introducing and expanding electronic
connectivity can provide better communication
externally (website and internet) and internally
(intranet) during the event.
With the increasing availability in Asia of
wireless internet access, 3G technology, use of
PCs and mobile phones with online functions,
the e-vent can reach many of those involved in
the event.
Benefits of electronic use in
event Management
Intranet- this is internal communication system
between all those working on the event project
Event Analysis- Collecting relevant data online
can be a cost effective means of deciding
whether an event is justified or not
Marketing and public relations- designing and
implementing an event website is a core
marketing and PR action
The website serves as an important promotion and
distribution network tool.
Benefits of electronic use in
event Management
Visitor services- with online registration, a
database system can be implemented to provide
a better understanding of the background, profile
and motives of event participants.
Surveys can be completed as feedback on the
effectiveness and economic impact of the event.
Benefits of electronic use in
event Management
Community involvement- A specifically
designed community website for the event that
facilitate community interaction
This will be in the language of the community and
contain information relevant only to them

Benefits of electronic use in
event Management
In many developing Asian destination, the use of
e-systems is at its introductory phase but is
already starting to experience growth. Adopting
and harnessing the benefits of an electronic-
based communication system within the event is
a trend that is set to only expand further

Going Green in Event
Management
Events can be high users of energy
and resources, producing large
amounts of waste from the set up to
the shutdown phase.
Going Green in Event
Management
The global trend of environmental protection and
conservation is slowly filtering into event
management.

Pollution concerns, availability of clean water
and environmental protection and conservation
is slowly filtering into event management.

Pollution concerns, availability of clean water
and environmental protection are part of
government policy across Asia
Going Green in Event
Management
Efforts at conferences and exhibitions include the
following measures to reduce the amount of garbage
headed for landfills and incineration plants, replacing
plastic water bottles with glass cups; using recycled
materials on production items such as signage ,
banners, backdrops and stationery; eliminating
handouts, plastic bags and promotional leaflets and
newsletters; switching off air conditioners and lights
in rooms that are not in use; using local produce and
recycling materials such as wood, metals and glass
when stages and booths are finally dismantled
Going Green in Event
Management
Adapting environmental measures is gradually
becoming a part of event planning
considerations.
PATA (Pacific Asia Travel Association)
employed a range of measures to reduce the
carbon emissions and footprint of the inaugural
conference titled CEO Challenge 2008:
confronting climate change
This was done in consultation with green Globe, an
international environmental benchmarking and
certification programme for the travel and tourism
industry
Going Green in Event
Management
Many Asian events rely on ecological resources
such as clean water and air, lush scenery, and
the successful gathering of food products such
as fish, fruit and rice

Failure to maintain these resources will have a
corresponding impact on the future survival of
events and the festivals surrounding them