The prime purpose of the New Zealand tourism industry is to create income. Events are becoming a major component of the tourism product. This study analyses the economic impact of an events festival in the Manawatu region of New Zealand. Destination Manawatu, the region's tourism organization, wanted to know whether an events festival held in March 1999 had provided net benefits for the region. Analysis indicates that the festival did produce significant economic benefits for the Manawatu, suggesting that event-driven tourism is an effective strategy for Destination Manawatu.
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