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Event, with its different forms like conference tourism, can play a significant role in building a reputable Branding which is a vital aspect of destination marketing practice, in an effort to effectively differentiate from competing places. However, there are challenges that hinder conference tourism in making sound contribution to destination's image formation. These challenges and opportunities are clearly discussed in this work with a case of Addis Ababa, Ethiopia. Besides, the book manifestly discusses the involvement of key stakeholders in capitalizing the positive impacts of conference, and reveals how this niche segment of tourism would change the secondary international Conference participants' image of Addis Ababa as a conference destination. Overall, this book gives relevant information for tourism policy makers, academicians of tourism & hospitality sectors, destination marketers and promotion companies regarding conference tourism and its role in building the brand destination of a city.