Events have become increasingly important in acting as image builders for their host destinations (i.e., cities, regions). Equivalently, the image of a destination can have an impact on event perceptions, resulting in careful considerations for event managers and destination stakeholders to make when pairing an event with a host destination. As a contribution to event and destination image impact research, this paper systematically conducts a review process and identifies peer‐reviewed articles that fall within its established research criteria, thereby synthesizing and gaining new perspectives, as well as presenting new implications by conjoining aspects of destination and event image research. To conduct the review process Cooper's (1988, Knowledge in Society) taxonomy of literature reviews was used. Events play a positive role in impacting a destination's image, whether by increasing awareness and familiarity, reducing negative images, providing believable associations and authenticity as well as community support, or ensuring the host gains positive associations from the event. Destination impacts on events’ images were a far less researched area and therefore revealed a very sparse amount of results. The review for the first time focuses on image implications for both events and host destinations, as opposed to just image impacts from an event to a destination.

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The COVID-19 pandemic has had a strong impact on the functioning of the event industry. This article aims to present the impact of infection control measures on the event sector. In addition, the article compares the infection control measures implemented in Poland and Norway. The COVID-19 infection measures analysis is the first stage of a project to build the resilience of the event sector. The study was conducted based on secondary data (analysis of documents and public statistics, with the support of the literature). The research used the descriptive method and comparisons. The results of the study confirmed the following research hypotheses according to which: (1) uncertainty is conducive to overreactions, both of the government and entities from the event sector; (2) mutual trust between government and society reduces the need for restrictions; and (3) the lack of mutual trust between government and society increases uncertainty. Furthermore, the inability to meet people, limited access to culture, and the need to work from home contributed to the deterioration of societies’ quality of life and mental health. This means that the pandemic has an adverse impact on achieving the Sustainable Development Goals (SDG 3 and 8).

Events have become increasingly important as image builders and tourism catalysts for host destinations. Focus has been placed on obtaining high levels of image fit between an event and its host destination, in order to garner long-term image benefits, and increase revisit intentions. The aim of this article is to empirically explore for the first time values of low-fit image pairings between events and a destination on tourist revisit intentions. The findings of two events reveal that a perceived low-fit image pairing between event and destination increased revisit intentions for event tourists who had visited the destination before. Oppositely, a perceived high-fit pairing between event and destination increased revisit intentions for event tourists who had never visited the destination before.