FN ISI Export Format VR 1.0 PT J TI Image transfer through events AF Schamne, Julia AU Schamne, J AB Using images of destinations to attract visitors has become an important factor in every destination’s strategy. Creating a certain image though is difficult, thus an established destination, such as St. Moritz, transfers their image through events. Assuring a positive image transfer through events requires an elaborated event portfolio strategy. This paper is divided into three sections. Firstly, existing theory concerning image transfers and portfolio strategies will be reviewed to gain a deeper insight into what has been done so far. Secondly, the example of St. Moritz is analysed whereby its current event situation is looked at. Following which, St. Moritz’ event portfolio strategy is benchmarked against the German destination holiday Oberstdorf. Additionally, experts are interviewed to gather information which is used to establish a criteria catalogue for the selection of events. Based on an event model and the criteria catalogue, an event portfolio for St. Moritz according to its image and positioning is presented. The third section addresses the necessary measures and actions which are vital to realize the event portfolio and which need to be implemented to assure image transfers through events on St. Moritz. ER