The notion of the event is central to understanding the festival as a cultural form. For urban destinations around the world, special events and festivals have become an important part in the tourism industry and play a significant role in showcasing the broader business and investment opportunities at the city and event national level. Now, I will take the Cannes Film Festival as an example to illustrate its impact on Cannes’s tourism industry.
The Cannes Film Festival is the same as the Hollywood Film Festival in the United States and is one of the largest and most famous film festivals in the world. The Cannes Film Festival is closely related to Cannes’s tourism. From a tourism point of view, events have a significant role in increasing visitation to a destination both from within a community but also from outside. It was the Cannes Film Festival that made this southern coastal town with a population of only 70,000 world-renowned. In terms of the average performance in recent years, the Cannes film festival attracts at least 60,000 film and television workers and 200,000 tourists every year. The economic benefits generated in 12 days account for one-tenth of the total benefits in Cannes, including indirect economic benefits. Local people think that the film festival is the locomotive of the Cannes economy. In addition, the accommodation industry is undoubtedly the most benefited from the festival. During the film festival, major hotels in the suburbs of Cannes raises prices and expands rooms, but rooms are still in short supply and are booked up early. Among them, stars are major consumers. The “Superstar Suite” launched by Cannes International Carlton Hotel has a number of suites named after celebrities, such as Alain Delon, Sean Connery, and Sophia Loren. The rent for a suite is as high as 12,000 euros per night, but it is still very popular. Accommodation in a regular room is 490-900 Euros per day, and room revenue is 15% of the annual income of the local hotel industry. Simultaneously, the catering industry is bound to be hot, and people will inevitably taste Mediterranean seafood and local wines. In addition to the above-mentioned industries, clothing department stores, tourist souvenirs, camera equipment, public transportation and other industries have also benefited. Driven by the film festival, Cannes has gradually formed an economic model which is themed on commercial exhibitions to attract tourists. At present, Cannes usually holds various large-scale exhibitions for 300 days every year.
Around the film festival, Cannes has established a number of related attractions, such as Palais des Festivals et des Congres of Cannes, which welcomes a wide range of cultural and professional events. These activities have also had a significant impact on the city of Cannes, especially the economic impact. Only the Cannes International Film Festival can bring in 200 million euros a year. Events can also play a role in building a sense of community where the event is held, building community participation and social cohesion. The annual film festival is a golden period for urban tourism in Cannes. During the festival, the city is full of festive atmosphere and many of activities are provided, attracting tourists from all over the world. In Cannes, the cultural atmosphere is strong and recognition of the film festival from the public is high. During the film festival, local people actively participate in various activities and take pride in the film festival, creating a thick festive atmosphere. Nowadays, films and the film festival has become the brand of Cannes and a significant attraction for the tourism industry of destination.
The Cannes Film Festival has a long history and has been held for 71 times. As time went by, Cannes has developed into a cultural treasure and tourist attraction. The beautiful scenery and the culture of the film festival complement each other and make Cannes more attractive. Many tourists choose to travel to Cannes during the festival, not only to enjoy the city tour but also to enjoy the “film feast” and quickly integrate into the festival activities. The long history of the film festival, the developed economy of Cannes and the good infrastructure make the Cannes Film Festival drive shopping, accommodation and catering in the city, and to attract tourists for other attractions, forming a more comprehensive all-around chain of festival tourism.