Unit 1

Just the Facts

Alberta Education Outcome

Lesson 2: Special Events



Type of Special Events


Special events are classified into four categories:

  1. Mega-events are organized events which are so huge they impact the national economy. These events warrant media attention, often at the international level.
  2. The term Hallmark event refers to the kind of events that have become a synonymous with a city or region and they even become their recognizable trademark.
  3. Major events aim to increase the interest of tourists for a specific destination or region. The size of the event draws in tourists from a large area.
  4. Local events are held within the host community. The purpose is geared towards the interests of a specific local population. The goal is to strengthen local awareness. Some local events turn into hallmark events if enough interest is generated.

Click on the event hyperlinks below to see a few examples. Think about these questions:

  • What do they have in common?
  • What makes them different?
  • What is their objective?
  • Who manages them?
  • Are you more or less interested to attend one of these events after looking at their site?

"Our special events are what bring vibrancy to downtown." ~ Bob Ironsmith


Special event tourism is typically earmarked as unique and often unrepeatable. Occasionally, the special event becomes so successful, developers do repeat it in subsequent years. The opportunity for the tourists to capture an experiential experience, often classified as a once in a lifetime event, is only offered for a short period of time even though it takes many hours and lots of volunteer dedication to organize and execute.




Mega Event Example
Hallmark Event Example
Major Event Example
Local Event Example