The role of events in developing the cultural side of a city: Assessing events organized by European Capitals of Culture

People today are continuously searching for new experiences, and thus the events organized by a city can play an important role in influencing peoples’ decision to visit a certain city. In this regard, the title of European Capital of Culture can offer a city competitive advantage and it can help it improve its cultural as well as its social side. Hence, through the events organized while holding the title of European Capital of Culture, cities can better promote themselves as cultural cities, but they can also offer citizens and tourists diverse and interesting experiences and entertainment opportunities. Thus, we focused our research on the city of Aarhus. The purpose of our research was to assess the way Aarhus promoted itself through its events while having the title of European Capital of Culture in 2017, in order to extract some guidelines that could be further used as frame of reference by other cities in their development and promotion strategies. After analyzing one of the events organized by Aarhus- GrowOP - the only opera festival in Denmark designed for children, our findings revealed that the city used cultural events as a way to develop itself and attract tourists. The event was well organized, it was in line with the concept of the entire program of the city and through it, Aarhus aimed at integrating new and young audiences into its cultural life.