Events as a Strategy to Enhance Destination’s Brand: Millennium Estoril Open Case Study

Abstract

This research, based on a case study, aims to examine the contributions of the Millennium Estoril Open, a tennis event (ATP 250), to enhance and promote the Cascais destination brand. To such end, an empirical study was conducted in the 2019 edition, using a mixed data collection methodology through the application of questionnaires to spectators, interviews with stakeholders, and direct observation at the event. Results suggest that this event contributes to enhancing the destination brand, despite the identification of some limitations. The contribution of this sport event to the enhancement of the destination’s image cannot be dissociated from the portfolio of events promoted by the region and from its consistency and regularity.