This paper introduces the concept of the “learning destination” as a solution to historical challenges of event evaluation. The paper evaluates its relevance and role in the development of an inclusive and strategic approach to event planning and identifies the process (and context) of the development of a strategic evaluative event framework. Using a case study methodology, evidence is provided from a major visitor‐dependent destination to support the development of a strategic framework for the assessment of major events with recommendations advanced for its application and generalizability across other destinations.