Hallmark Events: Tourism, Destination Branding and Place-making 




Professor Warwick Frost, La Trobe University, (This email address is being protected from spambots. You need JavaScript enabled to view it.


Associate Professor Jennifer Frost (née Laing), La Trobe University (This email address is being protected from spambots. You need JavaScript enabled to view it.



We are seeking proposals for chapters for an edited research book examining Hallmark Events. Our intention is for this to be included in the Routledge Advances in Events Research Book Series 


Hallmark Events are developed by places and encouraging tourism is one of their objectives. They are distinct from Mega Events, which are owned by an international organiser, who receives bids from different places for the right to stage the event as a one-off at that location. In contrast, Hallmark Events are owned by their organisers within those places and are typically periodically staged, usually annually. They are therefore intrinsically linked with one location and its place-identity and are critical to the development of a destination’s competitive advantage in tourism (Frost and Frost, 2020: 79; Getz, 2008: 407). 


Some examples of Hallmark Events include the Chelsea Flower Show, the New York Fashion Festival, South by Southwest, the Dubai Shopping Festival, the Singapore River Festival, the Melbourne Cup, the Palio di Siena, the Tour de France, the Calgary Stampede, the Hong Kong Arts Festival and Carnival in Rio de Janeiro. Whilst all of these examples were developed for various purposes; tourism, destination branding and place-making are key objectives.  


If you are interested in contributing a chapter to this research book, please send us an email containing a short proposal of 200-300 words by Monday 9 November. 

Our aim will be to present the proposal to Routledge in November 2020. If approved, we will require chapter submission by Monday 29 March 2021. We hope for publication in late 2021 or early 2022. 




Frost, W. and Frost, J. (2020) ‘Events and Tourism’, in S.J. Page and J. Connell (Eds.), The Routledge Handbook of Events, (pp. 76-92), 2nd edition, Abingdon and New York: Routledge. 


Getz, D. (2008) ‘Event Tourism: Definition, evolution and research’, Tourism Management, 29: 403-428.