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Event tourism is increasingly recognized as a vital segment of the travel industry, with cultural festivals providing valuable tourism opportunities. Madurai, an ancient city in South India known as the \"Athens of the East,\" celebrates \"Chithirai Thiruvizha,\" touted as one of the world's largest celebrations, spanning an entire month. The purpose of this research is to explore the opportunities for event tourism at Madurai city, promised by the grandeur of the occasion. The article investigates the meticulous planning, organization, and execution of this festive experience to understand prospects of the suitable form of event tourism through a detailed case study approach. The study evaluates the festival through four destination mix elements-physical products, programs, people, and packages-to assess its readiness as a destination product for tourism and uses the event triangle framework to analyze the complex relationship among the event's stakeholders (participants, spectators, and sponsors) to investigate how the Chithirai Festival's stakeholder dynamics can contribute to its evolution into a sustainable destination product. The study contributes to tourism literature by applying event management frameworks to real-world scenarios and offers actionable recommendations for communication, sustainability, partnerships, and operational improvements. Thus, the study enables a deeper understanding of event management and dynamic interaction between event characteristics, destination attributes, and tourism development measures.

Event tourism is increasingly recognized as a vital segment of the travel industry, with cultural festivals providing valuable tourism opportunities. Madurai, an ancient city in South India known as the \"Athens of the East,\" celebrates \"Chithirai Thiruvizha,\" touted as one of the world's largest celebrations, spanning an entire month. The purpose of this research is to explore the opportunities for event tourism at Madurai city, promised by the grandeur of the occasion. The article investigates the meticulous planning, organization, and execution of this festive experience to understand prospects of the suitable form of event tourism through a detailed case study approach. The study evaluates the festival through four destination mix elements-physical products, programs, people, and packages-to assess its readiness as a destination product for tourism and uses the event triangle framework to analyze the complex relationship among the event's stakeholders (participants, spectators, and sponsors) to investigate how the Chithirai Festival's stakeholder dynamics can contribute to its evolution into a sustainable destination product. The study contributes to tourism literature by applying event management frameworks to real-world scenarios and offers actionable recommendations for communication, sustainability, partnerships, and operational improvements. Thus, the study enables a deeper understanding of event management and dynamic interaction between event characteristics, destination attributes, and tourism development measures.

Event tourism is increasingly recognized as a vital segment of the travel industry, with cultural festivals providing valuable tourism opportunities. Madurai, an ancient city in South India known as the “Athens of the East” celebrates 'Chithirai Thiruvizha', touted as one of the world's largest celebrations, spanning an entire month. The purpose of this research is to explore the opportunities for event tourism at Madurai city, promised by the grandeur of the occasion. The manuscript investigates the meticulous planning, organization, and execution of this festive experience to understand prospects of the suitable form of event tourism through a detailed case study approach. The study evaluates the festival through four destination mix elements—physical products, programs, people, and packages—to assess its readiness as a destination product for tourism and uses the Event triangle framework- to analyse the complex relationship among the events’ stakeholders - participants, spectators and sponsors to investigate how the Chithirai Festival’s stakeholder dynamics can contribute to its evolution into a sustainable destination product. The study contributes to tourism literature by applying event management frameworks to real-world scenarios and offer actionable recommendations for communication, sustainability, partnerships, and operational improvements. Thus, the study enables a deeper understanding of event management and dynamic interaction between event characteristics, destination attributed and tourism development measures.