Event-Impact Calculator Launched for European Destinations

Don Welsh, president and CEO of Destinations International

Destinations International, the global association for convention and visitor bureaus, and European Cities Marketing, a local association for destination marketing organizations, have joined forces to launch an event-impact calculator for the European market. The new tool is designed to measure the economic value of events and calculate their return on investment, which destination organizations and CVBs can share with lawmakers and local officials.

The European Cities Marketing Event Impact Calculator was several years in the making, according to Don Welsh, DI's president and CEO. "Although it was initially built for the U.S. market, this measurement tool was needed in Europe," Welsh said during the announcement of the initiative today at IMEX Frankfurt in Germany. "As we know, what gets measured gets done. This partnership helps further demonstrate Destinations International's mission to empower our members with the tools they need to help their destinations excel; Destinations International offers competitive destination tools, such as EIC, to help destination organizations and CVBs thrive, and we look forward to collaborating with ECM to provide these tools for success."

Tammy Blount-Canavan, DI's board chair and president and CEO of the Monterey County (Calif.) CVB, shared her real-life example of the event-impact calculator's value at the press conference. She told the audience how using the tool's measure of how much business would be gained, and more importantly, lost, if her destination's outdated convention facility was not renovated "compelled the city to undertake a significant renovation of the convention center." She also noted the importance of destinations using the same methodology to garner the economic impact of their events.

Dieter Hardt-Stremayr, president of European Cities Marketing as well as CEO of Graz Tourismus, also stressed the importance of the new tool. "The event-impact calculator, which is used by destinations across the globe, provides consistent and specific data, delivering key metrics to all of our public- and private-sector partners. This further step will enable ECM to provide its members with an enhanced offer and a wider range of services. We are very proud of this new milestone and want to congratulate Destinations International on its achievements."