Travel & Tourism Fairs

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EUROPEAN TOURISM
T R A D E FA I R S A S S O C I AT I O N
T
TRAVEL
TOURISM FAIRS &
Guidelines for Exhibitors
EUROPEAN TOURISM
THE WORLD TOURISM ORGANIZATION

is the only intergovernmental organization that
serves as a global forum for tourism policy
and issues.Its Members include 146 countries and
territories as well as over 350 Affiliate Members
from the public and private sectors. WTO's
mission is to promote and develop tourism as a
significant means of fostering international peace
and understanding, economic development and
international trade.
INTERNET: www.world-tourism.org
$5.00
T
TRAVEL
TOURISM FAIRS &
EUROPEAN TOURISM
TRADE FAIRS ASSOCIATION
WORLD TOURISM ORGANIZATION

Capitán Haya, 42 - 28020 Madrid, Spain
Tel: (34) 915 678 100 Fax: (34) 915 713 733
E-mail: omt@world-tourism.org
Copyright © 1998 World Tourism Organization
TRAVEL & TOURISM FAIRS

ISBN 92-844-0232-8
Published by the World Tourism Organization
All rights reserved. No part of this book may be reproduced or trans-

mitted in any form or by any means, electronic or mechanical, including
photocopying, recording or by any information storage and retrieval
system without permission from the World Tourism Organization.
The designations employed and the presentation of material in this

publication do not imply the expression of any opinions whatsoever on
the part of the Secretariat of the World Tourism Organization concern-
ing the legal status of any country, territory, city or area or of its author-
ities or concerning the delimitation of its frontiers or boundaries.
Acknowledgments
This publication was produced by WTO’s Communications Section in
cooperation with the European Tourism Trade Fair Association. Pro-
duction was supervised by WTO Chief of Communications Deborah
Luhrman. Text editing, interviews and additional writing was handled
by journalist Jeffrey Mills. Cover design, interior design and layout is
by Eril Wiehahn. Diane Palumbo assisted as publication coordinator.
Printed by the World Tourism Organization

Madrid, Spain
Travel & Tourism Fairs
TABLE OF CONTENTS
PAGE
FOREWORD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
1. USING TRAVEL EXHIBITIONS ................... 12
2. SETTING YOUR OBJECTIVES ................... 15
3. CHOOSING THE RIGHT SHOW ................. 20
4. PLANNING .................................................... 22
5. GETTING THE STAND RIGHT ................... 28
6. PROMOTION ................................................ 35
7. STAND STAFFING ........................................ 38
8. WORKING THE EXHIBITION ..................... 41
9. FOLLOW UP ................................................. 44
3
4
FOREWORD
Welcome to the world of exhibitions
ETTFA, which was formed five
T here is no doubt that exhibi-
tions are an extremely power-
ful sales and marketing tool for the
years ago, has at present 11 member
shows and, with its secretariat in
travel industry, whether they are Brussels, meets four times a year to
exhibitions aimed at the interna- seek new ways to encourage
tional travel trade itself or those tar- increased participation in travel
geted at members of the travel-buy- shows and seek ways to provide help
ing public. and encouragement to travel organi-
It is for this reason, amongst oth- zations new to exhibitions.
ers, that the European Tourism For this reason, we are pleased to
Trade Fairs Association (ETTFA) cooperate with the World Tourism
was set up with a number of key Organization to produce this com-
goals: prehensive guide for exhibitors. My
• To represent the industry at na- colleagues at ETTFA and I hope you
tional and international forums. will find it useful, whether you are
• Introduce common standards at new to travel shows or are a veteran
each of the members’ fairs. looking to further improve the bene-
• Guarantee minimum levels of fits your organization gains by tak-
services and constantly improve ing part in these prime travel and
those levels for participants. tourism events.
• To act as a common voice on
issues affecting participants
• Establish a database of key play- Tom Nutley,
ers within the industry and keep President
them regularly informed of deve- European Tourism Trade Fairs
lopments. Association
5
6
INTRODUCTION
The Growth of Travel and SNAV, or by broader-based tourism
Tourism Exhibitions associations like PATA. Even the
mighty ITB Berlin, which at least
A mere 350 exhibitors turned out for made some pretense towards inter-
the very first World Travel Market, nationalism, was an essentially
staged at London’s Olympia back in German affair with comparatively
1980. At the 1997 event, the exhibi- few international visitors.
tor total at Earl’s Court was closer
to the 4,000 mark. Global Focus
However, it is not only the sheer
scale of the event that has changed. Travel has now gone global. Interna-
In the 17 years since its inaugura- tional airline competition drove the
tion, the exhibition format has technological developments that cul-
changed, the competitive environ- minated in the global distribution
ment in which it operates has system; business traveller demand
changed, and—most importantly spurred partnership deals between
and significantly—the commercial differing travel suppliers; the GDS
philosophies of both exhibitors and in turn became an enabling mecha-
visitors have changed. nism not only for inter-airline
In the past two decades alone, the alliances, but for alliances of travel
travel industry has developed and industry groupings of all kinds.
matured almost beyond recogni- Travel exhibitions have, of necessi-
tion.Travel exhibitions have had to ty, followed suit. Exhibitor rolls are
do likewise. strewn with multinational travel
Pre-1980, such travel shows as did corporations and alliances. Their
exist tended to be, at best, national presence encourages other global
or affiliation based affairs, usually players not directly involved in
masterminded on behalf of travel travel, such as computer software
agency associations like France’s specialists, financial institutions,
7
regulatory and single-issue lobby Exhibitor presence is now seen to

groups, the media, and many more. be not only a meet and greet oppor-
The character of the exhibitor has tunity, but also an increasingly
changed in other ways, too. Public imperatively sign, seal, and deliver
demand, primarily in the developed opportunity.
world, for greater fiscal account- As a consequence, the commercial
ability, has placed unprecedented calibre of exhibitors’ stand person-
pressure on the budgets of govern- nel has soared. Public relations rep-
mental organizations. In the case of resentatives have been joined, if not
many exhibitions, this has mani- actually replaced, by sales, market-
fested itself in a growth of umbrella ing and commercial directors. Their
exhibitors or shared stands. Major presence has led to a more business-
European and US involvement is like environment. In addition to
now increasingly dependent on the stand space, exhibition organizers
input of sub-national organizations now provide anything from meeting
or local and regional tourist boards and conference rooms and facilities
to appointments programmes,
banded together with smaller pri-
keynote speakers, and seminars.
vate-sector enterprises under one
In the early years of travel fairs,
collective banner.
many an exhibitor justified his pres-
Businesslike Approach ence by saying: “You’ve got to be
seen to be here—if you’re not here,
Greater demand for a visible return people will ask why.” Today, the
on investment has also changed the question doesn’t often arise. You are
nature of the exhibit. A glamorous- there because you can make it work.
ly-staffed, eye-catching stand offer- If you are not there, it is because you
ing over-generous amounts of hos- cannot make it work, and that’s not
pitality is no longer the norm. the fault of the exhibition.
8
Higher Standards Disney’s travel industry market-

ing manager Jo Rzymowska speaks
Perhaps the greatest change of the for both sides of the great exhibition
past two decades has been in the debate when she says: “It is not the
character of the exhibition visitor. public relations exercise it once was.
Exhibitors will probably never You can still treat it as such, and of
completely eliminate the fun day out course it will work, but it’s not what
fraternity, for whom networking is people want. The ITB approach, the
just one vowel away from not work- Pow Wow approach—that’s much
ing, but participants have grown in more beneficial. If you treat it as a
quality as well as quantity. PR exercise, that’s all it will be.”
In part, this is due to the same Any major travel fair will always
increased commercial pressures present almost-unrivalled public,
experienced by the exhibitors. In trade and media relations opportuni-
part, the higher standards among ties, and those opportunities are big-
exhibitors has necessitated higher ger now than they ever have been. In
standards in exhibitions; and in part two decades, however, the travel
it is because relevant and potential- industry has grown up. Reflecting
ly—rewarding exhibitions have pro- that new maturity, travel shows
liferated. Instead of taking a week command far greater loyalty as com-
out to attend just one show, pur- mercial opportunities.
chasers are now taking in three,
four, and more exhibitions in the
same time.
The workload at any one exhibi-
tion is the same, but the time avail-
able to tackle it has been greatly
reduced.
9
Trade Fairs
Need to Know
Everything You
About Taking Part

Travel & Tourism
11
Using Travel Exhibitions 1

T ravel and Tourism exhibitions can be a highly-cost-effective
sales and marketing tool combining all the best characteristics of
advertising, promotions, direct mail and selling, either through tour
operators and travel agents or, in the case of public shows, directly
to consumers.
A. Like direct marketing, they A wide range of sales and mar-
deliver highly-targeted pro- keting objectives can, therefore,
motions, with very little be achieved through creative use
wastage. of exhibitions.
B. Like advertising, they deliver • Direct sales, in the case of con-
positive messages quickly and sumer travel shows.
effectively to a large audience • New product/destination
across wide geographical launches.
areas. • Lead generation.
C. Like personal selling, they per- • Penetration of new markets.
mit face-to-face contact as the • Building and maintaining
most effective means of estab- client/customer relations.
lishing and building client • Market research.
relations in a particularly time- • Database building.
efficient manner. • Recruiting new tour operators
Add to this the networking /travel agents to sell prod-
which goes on between travel pro- ucts.
fessionals at all travel and tourism • Networking/intelligence gath-
exhibitions, together with the all- ering.
enveloping travel environment Research shows that more than
created by the shows and you 80% of visitors to travel and
have the ideal ingredients for cre- tourism trade fairs are decision-
ating extra business. makers who rate exhibitions as
12
the most cost-effective informa-

tion source for new products,
destinations and services.
They attend travel and tourism
exhibitions to:
• Gather information on a wide
range of products/services in a
short space of time.
Plan strategy and generate
new ideas.
• Meet new suppliers.
• Network with other travel and
tourism professionals.
• Compare different products,
services and destinations.
• Do all of this in a neutral envi-
ronment.
13
CASE STUDY
Networking is important
INTER-CONTINENTAL HOTELS
The importance of Europe as a source market for

Inter-Continental Hotels means that exhibitions
like World Travel Market and ITB have always
provided great value for money—even though it
is nigh on impossible to quantify the commer-
cial benefits of travel show attendance.
“We have anything from 80 to 100 hotels
represented at some shows—we put a lot of
resources into the events,” says ICH sales
director Roger Plumpton.
“We do ‘do business’ at shows, but you never
really know how much of that would have
happened anyway. A lot of it is relationship-
building, but we know that’s crucial to long-
term success anyway.
Every dollar we put into travel and tourism
exhibitions has to be accounted for, so if there
wasn’t a benefit, we wouldn’t be there!
Trade shows are a very important platform for
Inter-Continental people from the host country
to meet our own hoteliers from overseas, as well
as for those hoteliers to meet key clients from
the host country.“
14
Setting Your Objectives 2

Taking part in a travel or tourism exhibition without first having a
clear view of why you are there is an almost certain recipe for
failure. Setting your objectives is, therefore, an important starting
point for any exhibition, giving direction to all aspects of your
participation.
This will make it possible to mea- You can meet more people at an
sure objectively the result of the exhibition than your sales team
exhibition, instead of making such could achieve in months on the
judgement merely subjective. At road. And travel and tourism exhi-
the same time having a clear bitions provide much more scope for
objective will help you establish building and cementing relation-
budgetary requirements, motivate ships than a letter, phone call or
your staff and justify your partici- sales call. They also provide an
pation next time around. opportunity for your clients to meet
The goals you set for yourself other members of your team and
need to be formulated as con- learn more about your operation.
cretely as possible. They must be • Obtain market intelligence and
realistic, open to evaluation and gauge response to various
have a time limit in order to facil- products/services.
itate and provide a firm base for • Launch a new product/service
future work. or introduce different pricing
Possible objectives to strive for strategies.
include: • Penetrate a new market.
• Increase sales of products/ • Exhibitions can provide a
services. quick and dynamic way to
• Meet clients/contacts at a make an impact.
trade show or customers at a • Change/enhance your compa-
public show. ny’s/organization’s image.
15
Exhibitions provide a sure means of 2. Know your target market.

presenting your organization to the 3. Quantify your objectives in
marketplace and careful attention to order to set a goal.
stand design and staff performance 4. Ensure your targets are
can do a lot to enhance your image achievable.
as a professional company, an inno- 5. Prioritize your objectives—
vator, a market leader or a friendly don’t try to do too much or
service-oriented organization. give too many different mes-
sages or your resources will be
• Carry out market testing and
stretched and your participa-
research.
tion unfocused.
Travel and tourism exhibitions pro-
6. Communicate your objectives
vide the perfect opportunity to gain
to your entire exhibition team.
feedback from other travel profes-
sionals or customers on what the Choosing your target market
market is demanding now and
what will be the likely demands for Once you have defined your
the future. Exhibitions provide one main goals, the next step is to
of the best environments for spot- give careful consideration to
ting trends early enough to capital- which sectors of the travel indus-
ize on them. try or the public at the exhibition
you want to direct your sales and
• Study the activities of your
marketing efforts towards.
competitors.
Based on your knowledge of the
In order to ensure that the visitor groups attending the show,
objectives you set are appropriate including those you as an exhibi-
and attainable you need to: tor might have invited, decide
1. Know what you want to sell or how you can best attract your
communicate. chosen targets to visit your stand.
16
In the case of travel trade Cooperative participation

shows, it may be possible to
arrange pre-booked appoint- For some exhibitors at travel and
tourism shows, having a stand of
ments, for example, or you may
their own is the most natural way
want to consider staging a drinks
to participate, while others may
reception on your stand for
find it more desirable or cost
selected guests.
effective to share stand space
By staying focused on your
with others.
target market at all times you
If, for example, you have hotels
will stand a better-than-average
in a particular country or your
chance of getting your messages
airline flies to a certain destina-
across and building new tion, you may want to consider
business. sharing space with that country’s
Remember that a travel National Tourism Organization.
exhibition, whether for the If the company, organization or
travel industry or the public, is service you represent is not par-
for a limited time only and you ticularly well known in the mar-
must spend your time as ketplace, joining forces with
effectively as possible. Spending other exhibitors to share a stand
time with visitors who have might be a good way to draw
little interest in your organiza- attention to yourselves.
tion is a waste of time and On the other hand, if your orga-
energy. However, it must be nization is already well estab-
remembered that a tour operator lished in the market, it might be
which does not at present sell more advantageous to have your
your destination may well be own stand, rather than be lost in
persuaded to in the future. the crowd of a shared stand.
17
When choosing partners to

share a stand with, consider the
following:
• What profit, if any, is to be
gained by joining up with
other exhibitors rather than
going it alone?
• Would other exhibitors on
your stand strengthen your
profile and message to your
target audience?
• Would your product/service/
destination be complemented
by other exhibitors?
• Would other participants’ pres-
ence be helpful in making your
product more accessible to
your target markets?
18
CASE STUDY
Sharing a stand
NETHERLANDS BOARD of TOURISM
Flexibility enables the Netherlands Board of

Tourism to continue its significant presence at
many big shows—in spite of sometimes pro-
hibitive exchange rates. The extent of the NBoT’s
presence is assured by its ability to offer a range
of exhibition options to the Dutch travel trade
at their shared stand.
“If someone is just coming for the day and
using the stand as a base, then that costs very
little,” says NBoT spokeswoman Madeleine
Rawlston, “Whereas, if they want a table and
chairs and other facilities, they have to pay a
little more. We give people a range of options,
and they seem very pleased with it.”
Inevitably, Dutch suppliers are anxious to
make contact with buyers from Europe and else-
where. The UK, for example, is a huge market for
Holland—with buyers from elsewhere in the
world lagging way behind. However, the Dutch
are also more keen to meet potential new clients
than to renew acquaintance with old contacts.
“Because of the exchange rates, shows are
expensive,” Rawlston admits, “but even over the
past couple of years we have had no trouble
finding participants.”
19
Choosing the Right Show 3

T he process of selecting travel and tourism exhibitions suitable
for your purposes depends, of course, on which markets you are
most interested in reaching.
Travel and tourism shows tend, of a more local market, such as

course, to split into two groups— those staged by certain US
those aimed at the travel industry States and by specific regions
itself with the target audience of Europe.
being tour operators and travel • Compile as much information
agents and those aimed primarily on the show from organizers
at the travel-buying public. as you can, particularly atten-
Your decision on where to dance figures and a break-
exhibit should, therefore, be down of the kind of visitors it
made only after careful examina- is likely to attract. Study, too,
tion of the event, the audience it the exhibition’s terms of refer-
is likely to attract, its timing and ence, find out what, if any,
location and the cost, not only of trade body or publications’
exhibiting but also of attending sponsorships it has.
the exhibition, including trans- • Assess the cost implications.
port, hotel rooms, meals etc. What is included in the price
The following plan can be fol- quoted by the organizers?
lowed to select the right event: How much is being charged
• Identify the likely contenders: for additional but essential ser-
There are numerous travel and vices, such as power and
tourism-related exhibitions water? Find out, too, what it
throughout the world, some will cost you for travel and
globally-known names such as accommodation to staff your
World Travel Market, FITUR exhibition stand and entertain
and ITB, Berlin, others serving potential and existing clients.
20
• Talk to previous exhibitors and Be certain, therefore, that you

visitors to gain their assess- conduct your preliminary investi-
ment of the show’s value. gations carefully, ask the right
• Visit the event to experience it questions and check the answers
from a visitor’s viewpoint. before finally giving the go-
• Weigh all information carefully ahead.
before making a decision whe-
ther or not to exhibit. Do not
be pressured by the organizers.
All the information you collect
will enable you to cut out those
exhibitions which simply do not
match your marketing objectives
or your budget. Similarly, timing
of the individual events, the size
and importance of their venues
and their geographical catchment
area will all help you reach a
decision.
If by now you have convinced
yourself of the potential benefits
of becoming an exhibitor, remem-
ber this: From now on you will
be taking decisions which lead to
commitments and those commit-
ments will have to be paid for.
21
Planning 4
P lanning is essential to protect your investment in travel exhibi-
tions, it is the key to getting the best possible return, to ensure
smooth and stress-free exhibiting, project a cohesive, positive and
memorable message and improve your participation the next time
around.
Planning for an exhibition should Make sure, therefore, that a per-
be thorough enough that no sur- son with sufficient authority is
prises crop up during the actual appointed to this important role,
exhibition, the time when all that they are appointed early
your efforts should be directed enough and that his/her function
is clearly communicated to every-
towards sales work.
one concerned.
The exhibition coordinator It is the job of the coordinator to
take a complete overview of the
Important decisions must be exhibition, to ensure that the
made about a number of aspects. effort stems from clearly defined
It is, therefore, vitally important objectives and that everyone is
that you appoint an exhibition working towards common goals.
coordinator who has complete The coordinator, therefore,
responsibility for the exhibition should be briefed and thoroughly
understand your organization’s
well ahead of time.
objectives as an exhibitor. It is the
Pre-show coordination and stand
coordinator’s job to ensure that
preparation should be the coordi- things are done on time and
nator’s responsibility. He or she within budget.
should also deal with all progress With so much to oversee, it is
payments and be responsible for important that the exhibition
budgetary control. coordinator takes a systematic
22
approach to planning. The fol- The budget

lowing guidelines should ensure
that he/she carries out the essen- With the decision made to exhibit
tial tasks effectively and with the and the choice of the event nar-
specified deadlines: rowed down, the next step is to
• Read the manual. The manual establish a budget.
is your exhibition Bible. It con- You need to reassess the value
tains all the information you of the market covered by the
need to ensure a successful travel or tourism show and your
event. forecast of the sales and market-
• Consult widely and early those ing benefits you can reasonably
that may affect or be affected by expect to achieve.
your participation, before it is Draw up a target-oriented bud-
too late to change things with- get and create it based on the
out considerable effort or cost. activities you plan to get engaged
• Draw up an exhibition in. The key to cost-effective
timetable highlighting key exhibiting is to spend as much as
tasks and deadline dates, indi- is required to achieve your objec-
cating who is responsible for tives and no more.
each individual task, the date Unfortunately there is no magic
by which action is required formula for determining exactly
and the actual date by which how much money is required to
the task should be completed. ensure the optimum return on
• Establish responsibilities and investment at a travel exhibition.
clear lines of communication. It is possible, however, to offer
• Chase up everyone relentlessly some guidelines by which realis-
to ensure everything is com- tic budgets can be drawn and
pleted on time. expenditure controlled.
23
The budget must be as detailed stand cost. The stand design and
as possible, leaving no doubt as construction can account for a
to disbursement of funds. This hefty 40-50% of the exhibition
will simplify the task of checking budget and sometimes more.
the items after the exhibition is
over. 2. Stand design, construction,
Exhibition costs break down fitting and display: This will be
into six main groupings: the biggest item in your budget
and the most difficult to calculate
1. Space rental: There are two in advance. Basically what you
basic stand choices at most travel have to allow for here are fees of
and tourism exhibitions, the a stand designer. To give some
shell-scheme stand which is pro- practical guidance, you should
vided by the organizer or the plan, at the very least, to double
space-only stand, for which you your space costs for design and
rent floor space and arrange your construction.
own stand design and construc-
tion. Space with shell generally 3. Electrical and other stand
costs 10-15% more than space- services: Take into account here
only. stand lighting and power points
One trap which many exhibi- for displays, computers, office
tors taking the space-only or free- machines and catering equip-
build option fall into is to book a ment.
stand site without any real appre-
ciation of how much it will cost 4. Transport, storage and han-
them to fill it. dling of exhibits: Although at
For space-only stands, the cost travel and tourism shows you are
of the space represents, on aver- unlikely to have actual products
age, only 20-25% of the total on your stand, you do need to
24
allow for the cost of packing, appointed by the venue or

delivering, insuring and return- whether you can take them with
ing any promotional materials or you.
equipment you may be using, Take into account, also, any
such as computers or video entrance tickets, passes and car-
machines. parking costs for staff and any
customers you may want to
5. Staffing costs, accommoda- invite and add the cost of office
tion and entertaining: Whether equipment, telephones, computer
you take the costs of manning lines, stationery and other inci-
your exhibition booth into your dentals.
exhibition budget or not may be Finally, if there are going to be
a matter of company custom and related conferences or seminars
practice. For a truly realistic eval- in which you may want to partic-
uation they should, however, be ipate, allow for these extra costs
calculated. as well.
The costs of travel, hotel accom-
modation, meals and entertaining 6. Exhibition-related promo-
customers by your own staff tional activity: This will be par-
must be allowed for. If you need ticularly relevant for travel and
hired hostesses, receptionists, tourism shows aimed primarily
interpreters and the like, you at the public rather than the
should also budget for them. trade, though at trade-only
Give some thought, too, to shows you may want to consider
whether or not you want to pro- poster sites, advertising in official
vide catering, refreshments and catalogues or trade press and
drinks on your stand and other advertising within the
whether you will have to buy venue to attract attention to your
these from the official caterers stand.
25
These six groupings are the

building blocks from which you
will be able to construct your
exhibition budget. Working from
them on a given size of space, at
a level of style and presentation
appropriate to your organization
and its products or services, you
are going to come up with a very
realistic estimate of what your
costs are going to be.
A survey by the Exhibition
Industry Federation gives the fol-
lowing percentage breakdown of
costs, against which it may be
useful to check your own figures:
1. Space rental and venue ser-
vices—31%
2. Stand design, construction,
display and handling the
exhibit—53%
3. Staff costs, accommodation
and entertaining—16%.
26
CASE STUDY
Sharing the cost

GERMAN NATIONAL TOURIST OFFICE
German government spending curbs are making

it increasingly difficult for smaller tourism orga-
nizations to budget for major exhibitions, but
the German National Tourist Office still man-
aged to persuade 35 of them to come to World
Travel Market 1997 and the GNTO, of course,
has a major presence at ITB in Berlin.
“Our aim is to provide a forum for German
participants to exhibit under one roof,” says
Steff Teichmann, who co-ordinates all trade fair
activities for the GNTO’s UK office. “Many of
them are relatively small and, if they exhibited
individually, would not have the same impact.
People see the Germany stand and they know
that, whoever they want to see from Germany,
that’s where they’ll be. It is important for the
industry as a whole that we provide that service.
Government belt-tightening hasn’t made life
any easier, however. To be perfectly honest, we
have been finding it a little more difficult over
the past two years to fill exhibition space.
Budgets are not being increased, and that
makes things much more difficult than, say,
five years ago.”
27
Getting the Stand Right 5

T he possibilities are almost endless when it comes to designing
your stand and should reflect the main purpose you have identi-
fied for taking part in the show in the first place, which people you
want to meet and how work is to be carried out on the stand itself.
Your stand must make a strong Shell scheme is a basic stand
visual impact and convey at a framework or shell erected by the
glance who you are and what organizer’s appointed contractor
you have to offer. It must provide on your behalf. It is usually of a
an effective showcase for your standard format throughout an
product or services and an effi- exhibition, although contrasting
cient platform for sales meetings colours may be used to denote
and other discussion. different areas of the show.
Space only is exactly what the
Type of stand
name suggests—an empty space
For organizations exhibiting for on the exhibition floor which you
the first time, or for those with a can fill in any way you choose,
limited amount of time and subject, of course, to meeting the
money to devote to their exhibi- regulations laid down by the
tion effort, the shell-scheme organizer and the venue.
option has a lot to recommend it. You can tailor your stand to
Not only is it a reasonable way to meet your specific exhibition
present your products and ser- objectives, while the only limits
vices but it also makes it much on creativity are those of the
easier to control your costs and designer you employ. The down-
minimizes the amount of time side is the cost—although the in-
you need to spend at the venue creasing quality, choice and avail-
during build-up and breakdown ability of modular stand systems
of the exhibition. is helping to bring prices down.
28
Consider, too, whether you are Ensure above all that you have
likely to use the same display at a stand of the right size, properly
another travel exhibition or, equipped, containing the right
indeed, in a modified form at the exhibits and staffed by knowl-
same exhibition next year. If so, it edgeable and well-prepared per-
may be worth while having your sonnel empowered to negotiate
own exhibit constructed. on behalf or your organization.
At many travel shows exhibi-
Stand size
tion areas are divided either geo-
The golden rule on stand size is to graphically or according to the
consider only your needs, not the area of the trade in which organi-
needs of your competitors. Take zations operate so check which is
as much space as is necessary to most appropriate for you.
achieve your objectives and no A few guidelines when choos-
more. This way you will save ing the stand:
unnecessary expenditure and • Look for those located within
avoid what is, perhaps, the worst the busiest areas of the hall,
error at an exhibition: taking a but traffic flow is not the only
stand which is too big for you and consideration.
having nothing to fill it with. • Take into account the location
of your competitors’ stands,
Stand location
location of service and access
The location of the stand within points, the relative merits of
the exhibition complex is impor- exhibiting in the general show
tant, though with many well- area or a specific geographic or
established travel and tourism product-related area.
shows you may not have much • A stand located opposite an
option. entrance is obviously a prime
29
spot but once an organization • Consider also the location of

has an entrance site it is not your competitors’ stands. You
likely to give it up easily. may want to look at taking a
• Sites located next to a staircase stand alongside a company or
or escalators between halls and organization whose products
levels are good, as are those on or services complement your
the main gangways. own.
• Feature areas, seminar loca-
tions and other busy parts of
an exhibition venue act as a
draw for visitors and these are
often in outlying halls, at the
rear of a hall or on a gallery to
ensure that attendees visit all
parts of the exhibition.
• Visitors are likely to need
refreshments at some point.
One good option is to be situ-
ated on the way to bars and
snack bars, but not directly
opposite them.
• Depending on the exhibition,
you may be given a choice of
exhibiting in the general hub
of the show or within a dedi-
cated product or service area.
You should try to secure a
stand on the outside edge of
the feature.
30
CASE STUDY
Getting the stand right

SERGAT ESPANA
Sergat Espana is a Barcelona-based marketing

company which, as official representative for
several tourism boards, has designed stands for
clients which include Switzerland, Australia and
the Cayman Islands.
“One of the common problems at trade fairs is
the lack of space between stands. That is why we
tend to go for open stands where there is room
for people to step out into the passageway,” says
Sergat managing director Marc Meister.
“Whenever you are limited by space, it’s best to
get rid of as many division panels as possible.
But, you should try and keep a private area avail-
able for business meetings as it’s usually very dif-
ficult to talk when you have all the noise of a
trade fair going on in the background,” he adds.
Mr. Meister also believes in the need for eye-
catching elements to attract visitors. “You need
to make your stand look inviting; to be spotted
from as far away as possible. For instance, in the
past we have had a Chinese junk on the skyline
at the top of the Hong Kong stand. The effect
can be better still if the feature is illuminated or
involves some sort of dynamics.”
31
Stand design and layout you want to reach a small group

or a large one. Do you want to
Before you can start to consider get your organization better
what your stand might look like, known to all visitors or just those
you need to be clear in your in carefully-targeted groups?
mind exactly what you want it to If it is the former, go for an
do for you. open stand which is as eye-catch-
Having considered the logistical ing and welcoming as possible. If
aspects, think about the image the latter, an enclosed stand with
you want to put across. Think,
areas for serious business meet-
too, about the specific messages
ings may be more appropriate.
you want to communicate.
A number of organizations
Finally, remember that the
exhibiting at the bigger travel
exhibition stand is there primarily
shows successfully combine both
to promote your organization,
with, perhaps, an open area at
products and/or service, not to
the front of the stand and an
reflect the particular ideas of your
enclosed area at the back or on
designer. You know what you
the top deck of a two-level stand.
want to sell—he doesn’t.
There are two aspects of stand Stand graphics
layout you need to consider:
1. The extent to which it will Stand graphics have a crucial role
attract or deter visitors. to play in both attracting and
2. Its function as a stage on retaining visitor attention. To be
which you can effectively pur- effective they must make a strong
sue your exhibition objectives visual impact.
once those visitors come Simplicity is the key to success,
aboard. combined with the following
Give careful thought to whether guidelines:
32
1. Say what you do. Going straight to a stand con-

2. Keep the messages brief. tractor is likely to be a more eco-
3. Promote benefits not features. nomic solution for exhibitors on
4. Ensure the messages can be limited budgets as many contrac-
read easily. tors include free design consul-
5. If you are showing something tancy as part of the overall stand
new, say so. package.
If you are exhibiting on a shell-
Choosing, briefing and appoint-
scheme stand you do not have to
ing a stand designer/contractor
worry about the construction of
When you and your colleagues your stand, as this will be han-
have agreed on final stand dled by the official shell-scheme
designs you will need to obtain contractor. However, you are
price quotations for stand con- responsible for organizing the
struction. interior layout and will need pro-
If you are exhibiting on a space- fessional help with the design
only site, there are two routes and production of graphics and
you can take to get your stand display panels.
professionally designed and Whether you work through a
built: designer or directly, always get
1. Go to an independent design- quotations from more than one
er. contractor. The contractors from
2. Approach a stand contractor whom you obtain these quota-
directly—these are the compa- tions will be pricing the main
nies responsible for building stand construction and fitting. If
and fitting out exhibition your stand plans and specifica-
stands and for erecting and tions are sufficiently advanced,
dismantling them at the show. they will also include display and
33
graphics, floor coverings, and The following points should be

furniture, etc. covered in the brief:
Briefing the designer/contrac- • Exhibition objectives.
tor is very important to ensure Size and position of your
that you get the best solution for selected site.
your exhibition needs and the • Materials, products or services
best value for money. It is impor- to be exhibited.
tant to put your stand out to ten- • Specific stand facilities needed.
der, ideally to three or four com- • Visual and graphic require-
panies. ments.
For all projects, regardless of • Exhibition rules and regula-
size or cost, you should draw up tions.
a detailed design brief. A written • Schedule of critical dates/
design brief is important for three deadlines.
reasons: • Background information.
1. It forces you to give detailed • Budget.
thought to your stand require- • Design requirements.
ments before any money is com-
mitted.
2. It gives the designer/contrac-
tor clear guidelines from
which to work.
3. It provides a benchmark
against which the design can
be evaluated.
34
Promotion 6
T he reasons exhibitors offer for not promoting themselves are
numerous but the one heard most often is: “It’s the organizer’s
job to attract visitors.” That is true up to a point.
If an exhibition organizer does its The opportunities open to pro-

job properly, it will deliver thou- mote your organization are:
sands of potential customers to the
exhibition halls. What it will not, Press relations:
and cannot, do is persuade those Editorial coverage in trade publi-
buyers to visit your stand, rather cations is one of the best free
than those of your competitors. endorsements your organization
That is your job and your orga- can achieve.
nization is the only one that
stands to lose out if you do not Direct mail:
do it. Has a vital role to play both
It is important to inform your before and after the exhibition,
target audience that you are particularly for public shows.
exhibiting and about your profile
at the show. You will also invite Advertising:
them to your stand, even set up The more your organization’s
specific appointments with them. name is seen by buyers before,
The key to effective promotion
during and after the show, the
is to match your promotional
more it will register with them.
strategy to your exhibition objec-
tives; to coordinate your activities Advertising in the trade press,
carefully; to explore all available show previews, show daily news-
avenues for promotion before, papers and catalogue will help
during and after the event and to you stand out from the crowd—
heed all deadlines. and it need not be expensive.
35
Sponsorship: 4. If possible make the gift rele-

The question of what to sponsor vant—that way it will work
is once again directly linked harder for you.
with your objectives in taking 5. Think ahead.
part in the show. A variety of
options is normally available, Catalogue:
including the press centre, VIP Exhibition catalogues are pro-
lounge or overseas visitors’ duced for all exhibitions to pro-
lounge, carrier bags, posters and vide visitors with a complete list
banners, courtesy coaches, and of who is present, what they are
airport welcome services, etc. showing and where they can be
found.
Incentives:
As long as you are aware of
These are an extremely useful
weapon in the exhibitor’s what opportunities are available
armoury and can take a wide and how to make the most of
variety of forms from giveaways them, you can pick those that
and competitions to special prices will best enable you to meet your
for travel products/services sold set objectives.
at public shows. If you decide to
If your time and/or resources are
offer a gift of some kind, the fol-
lowing guidelines will help you limited, concentrate on these core
make the most of the exercise: activities:
1. Ensure the gift is appropriate 1. Preparing your press releases
to your organization’s image. and submitting them in good
2. Ensure the gift is appropriate time to the show organizer and
to your target market. the trade press.
3. The more useful the gift, the 2. Preparing your catalogue entry
more it will be used. and submitting it in good time.
36
3. Mailing your customers in

advance to notify them of your
attendance. Include a compli-
mentary ticket, if needed, and
if possible offer them some
kind of incentive to visit your
stand.
As with any kind of promotion-
al activity, it is not what you do
that is important so much as how
well you do it.
37
Stand Staffing 7
I t is the ability of the staff on your stand to identify, communicate
with and sell to your target audience that will ultimately deter-
mine how many genuine sales leads you record, how successfully
your message is put across, how many contracts you negotiate or
how much travel you sell. As time is short, it is important that
everyone manning a stand has a clear objective and concentrates on
your target group.
The number of staff required to One person should be in charge
man the stand depends upon the and in attendance at the show all
size of your stand, the number of the time. Pre-show coordination
leads anticipated and the facili- and stand preparation should also
ties and activities on the stand. be his/her responsibility. The
One salesperson can usually stand manager should also deal
deal with about 30 visitors a day. with progress payments and be
If visitors stay on the stand responsible for budgetary control.
Make sure, therefore, that he/she
between five and 10 minutes, it is
is a person with enough authority,
estimated a sales person can man-
is appointed and briefed early
age six to 12 visitors per hour.
enough and his/her function is
As a rule you should allow one
made known to all concerned.
staff member per 4-5 square Amongst the most important
metres of floor space, this being qualities required by stand man-
the space required to allow two agers are tact and diplomacy.
people to conduct a conversation These will be necessary to get the
comfortably. Some travel exhibi- full and continuing cooperation of
tions, however, limit the number the stand team in an environment
of staff allowed on stands at any that can place unusual demands
one time. on their strength and patience.
38
When choosing the precise In the case of travel trade

makeup of the exhibition team shows, of course, it is likely that
you need to make sure that all individual sales people will have
activities on your stand are ade- made prior arrangements to meet
quately catered for and that staff their contacts at the show.
Staff training and briefing are
with the appropriate skills are
essential to exhibition success,
appointed to the tasks of sales,
experience is invaluable at exhi-
promotion, administration and
bitions and many organizations
hospitality. have a team of staff they draw
The basic requirement for exhi- on regularly.
bition stand staff is that they are Effective sales training on how
friendly, approachable and well to encourage visitors onto your
informed on your organization, stand, how to open and close a
its products and services. conversation, how to qualify
Think in terms of front line and visitors and the impact of body
rearguard stand staff when choos- language can have a dramatic
ing the team. In the front line, effect on the performance of
doing the job of greeting and your staff.
In addition to general exhibi-
qualifying customers, you should
tion sales training, it is vitally
place those able to open conver-
important that all stand staff are
sations, put visitors at ease and
fully briefed before each event
establish their needs. Having on what exactly they will be
qualified the visitors, they can required to sell or communicate
pass them on to the rearguard of and to whom.
sales people specializing in spe- The stand must be manned at
cific areas or subjects. all times and must be kept tidy.
39
If a potential customer appears

while you are occupied, fix a
time for a meeting. Research
shows that 60% of prospects
move away, if the stand staff do
not make contact within one
minute!
40
Working the Exhibition 8

I t is advisable to make time for extra pre-exhibition training.
Selling and conducting yourself appropriately on the stand are
not the same as in normal sales work. Working at an exhibition
requires a different kind of discipline and a different way of acting.
It also requires the ability to bring each aspect of business activity
to a successful and proper close, be it a sale, quotation or renewed
personal contact.
Knowledge and purposeful use 3. Chart the customer’s needs
of sales techniques are beneficial and desires.
both for sales personnel and for 4. Steer the conversation towards
those providing information. The the customer’s needs and how
essence of sales technique is first- your product/service satisfies
ly to arouse the interest of the these.
prospects and discover his/her 5. If you engage in direct sales at
needs or problems. Then steer the the exhibition, close the deal
conversation towards the way on the spot if possible.
your products or services can 6. In all cases, make a note of the
solve these. Every person with person’s name, company, ad-
whom you come in contact then dress, etc. and follow up after
receives individual attention the exhibition, giving addition-
depending on need. al information and/or making
The following sales techniques your offer.
are important:
Recording visitor information
1. Concentrate on people in your
target markets. The visitor information you cap-
2. Present briefly yourself and ture at exhibitions and the way it
your product. is recorded, will have a direct
41
effect on the speed and efficiency visitor’s badge to capture his or

with which you follow up your her details.
leads. Only collecting business A more advanced system com-
cards is not an efficient way to bines the advantages of automat-
compile visitor information. Even ic information capture with the
if you do scribble action points ability to custom-qualify leads
on the back, there will not be and produce an immediate print-
room to remember the contact in out of each enquiry on the stand,
sufficient detail. instead of having to wait until
Thus, everyone calling at the the end of each day.
stand who is interested in your
product should be recorded, with
full name, company name,
address, telephone number and
fax/e-mail number, including
details about the visitor’s fields
of interest.
To increase the speed with
which visitor information can be
captured, some organizers offer
their exhibitors the use of elec-
tronic lead recording systems at
selected events. The light pen and
bar code is the best-known elec-
tronic lead recording system. The
exhibitor simply runs the light
pen across the bar code on the
42
CASE STUDY
Working the exhibition

IRISH TOURISM BOARD
The most important thing is to make sure the right

people visit your stand, says Irish Tourism Board
representative in Spain, Zoe Redmond. “That’s why
we fax and mail out invitations beforehand.”
“I find that asking people to come along and see
us when they can is better than organizing a
cocktail party. If you organize something, you
find people coming along just because there’s an
event happening,” she says.
Ms. Redmond recommends having full informa-
tion packs on hand for visitors, yet keeping the
stand as informal as possible. She is against the
hard sell of some exhibitors who spend their time
inviting passers-by into their stands.
If there are tour operators who can't visit the
stand, she makes a point of going to see them.
“But you can’t just go to a fair and think you are
going to do business,” she said. “Much of the
work is purely public relations.”
Ms. Redmond says she is more interested in
keeping in contact with the board’s hard core of
existing customers than signing up a lot of new
ones. “But you have to be prepared for the ad hoc
visitor, especially those working in the business
or incentive sectors.”
43
Follow Up 9
T he period after the exhibition is harvest time—the most impor-
tant phase of the whole exhibition project. In order to achieve
maximum results in connection with the exhibition, you have to be
quick to follow up contacts made during the show. At the same time
you have to be consistent and methodical in your approach.
Four steps to an effective follow- When measuring the effective-

up: ness of exhibition participation
• Prioritize leads according to there are two areas you need to
urgency. look at. Firstly the extent to
• Follow up leads immediately. which you achieved your specific
• Pursue leads on an ongoing objectives and secondly the
basis. extent to which the exercise
• Track leads to provide some proved cost-effective.
measure of return on invest- The following methods of mea-
ment. suring results are possible:
Budget control 1. Calculate the value of sales

Control of the budget is essential achieved: This is a straightfor-
to the general control of the orga- ward process, although it is less
nization’s cash flow but it is also simple if you are exhibiting to
important for planning. The exhi- generate sales leads. Even with
bition budget should be studied the most sophisticated tracking
in isolation in order to allow criti- systems it is, unfortunately, diffi-
cal examination of all the items. cult to get a precise figure on the
return on your investment, as
Measuring exhibition effective- some sales are always going to be
ness. difficult to attribute.
44
Therefore, you should not rely Measure visitor awareness on

solely on sales achieved as a a pre- and post-show basis.
means of measuring the effective-
ness of a particular travel exhibi- 6. Count the number of
tion, but combine it with other brochures/leaflets or other pro-
methods to build up a more motional material distributed.
rounded picture. 7. Measure and evaluate media
2. Count the number of quali- coverage generated.
fied leads: The total number of 8. Record and assess the value of
leads taken will give you information/market intelli-
important information on the gence received.
comparative efficiency of exhi-
bitions and the effectiveness of 9. Consider any other benefits
your own efforts. that may have accrued.
3. Establish the cost-per-useful- Measuring results is one thing,
contact: To do this divide the analyzing those results and pin-
total cost of exhibiting (includ- pointing the causes of success or
ing indirect costs) by the num- failure with the aim of improving
ber of leads generated. The things next time around is quite
average cost-per-useful-contact another.
in the UK, for example, is
about $48. Exhibition report
4. Count the number of new If your organization is to profit

contacts made. by the experiences gained from
taking part in a travel and
5. Survey levels of awareness tourism exhibition, all the data
before and/or after the show: from your participation must be
45
gathered and recorded in an exhi-

bition report.
This report can also be used to
explain the exhibition medium to
others in the organization and to
make known the objectives and
results of your exhibition partici-
pation. In addition the report is
an excellent aid to new employ-
ees participating in an exhibition
for the first time.
46
ETTFA MEMBERS
Reiseliv Norway International Travel Trade Fair is held in early
January in Oslo. Principal exhibitors are national and international
tourist organizations, tour operators, carriers, tourist attractions, ser-
vice companies, publishers, hoteliers, and technology and telecommu-
nications groups.
Attendance: trade 7,772; public 26,318.
Contact: Mr. Finn Kolderup
Norway Trade Fairs
PO Box 130 Skoyen
N-0212 Oslo, Norway
Tel: (47) 224 39 100
Fax: (47) 224 31 914
Internet: http://www.messe.no/engreiseliv98/
Matka Finnish International Travel Fair is organized in mid-January

at the Helsinki Fair Centre. Participants include national and regional
travel organizations, tour organizers, travel agencies, carriers, hotel
chains and other businesses offering accommodation and food ser-
vices, and producers of programme services and auxiliary products.
Contact: Mr. Bror Felixson
The Finnish Fair Corporation
Messuakio 1
FIN - 00520 Helsinki, Finland.
Tel: (358) 915 091
Fax: (358) 9 142 358
Internet: http://www.finnexpo.fi
47
BTL Lisboa Travel Market takes place in mid-January in Lisbon.

Participants include tourist professionals and the press, tour operators,
accommodation and transport companies, national and international
tourism organizations and local tourism boards.
Contact: Mr. João Lourenco Vieira
Feira Internacional de Lisboa
Praça das Industrias - Apartado 3200
1304 Lisboa Codex, Portugal
Tel: (351) 1 360 1500
Fax: (351) 1 363 9048
Email: jlvieira@aip.pt
FITUR International Tourism Trade Fair is held at the end of January

in Madrid. Participants include tour operators, wholesalers, hotel and
accommodation companies, official tourism organizations, carriers, the
press and service companies.
Attendance: trade 46,458; public, more than 100,000.
Contact: Ms. Yolanda Aguilar
IFEMA - Feria de Madrid
Parque Ferial Juan Carlos I
28042 Madrid, Spain
Tel: (34) 91 722 5000
Fax: (34) 91 722 5787
Internet: http://www.fitur.ifema.es
48
Holiday World is staged in mid-February in Prague. Exhibitors include

tourism boards, travel agents, tour operators, hoteliers, airlines and
other transport companies, spas, business and congress tourism, trade
fairs, reservation and information systems, educational bodies, publish-
ers, technology and telecommunications companies, finance and insur-
ance services.
Contact: Mr. Vladimir Sraier,
Agentura Triumf, spol. s.r.o.
P.O. Box 15, Vilova 16
100 31 Praha, Czech Republic
Tel: (420) 2 781 0526
Fax: 2 782 2373
Email: triumf@traveller.cz
TUR Swedish International Travel and Tourism Trade Fair is held in

mid-March in Gothenburg. Participants include tourist organizations,
tour operators, travel agencies, carriers, hotel and conference venues,
rental companies, data communications, reservations systems, pub-
lishers and camping sites.
Attendance: trade 15,526; public 21,600
Contact: Mrs. Mona Skoglund
TUR - The Swedish Exhibition Centre
412 94 Gothenburg, Sweden.
Tel: (46) 31 708 8000
Fax: 31 160 330
Internet: http://www.swefair.se/tur
49
Travel International Tourism Exhibition takes place in late March in Buda-

pest. Exhibitors include tourist boards, travel agencies, professional organiza-
tions, hotels, camp-sites, convention organizers, language schools, tourist
attractions, publishers, tourist information and booking systems and caterers.
Contact: Mrs. Maria Kristóf
Hungexpo
Budapest Fair Center
P.O. Box 44
H-1441 Budapest, Hungary
Tel: (36-1) 263 6103
Fax: (36-1) 263 6104
Internet: http://hungexpo.hu
EIBTM, The European Incentive & Business Travel & Meetings

Exhibition is a trade-only event which takes place in mid-May at
Palexpo, Geneva. Exhibitors include national tourism organizations,
convention bureaux, airlines, hotels, destination management compa-
nies, cruise lines and convention centres.
Attendance: 6,900 trade-only
Contact: Mr. Paul Flackett
EIBTM Holdings Ltd.
Intergen House
65-67 Western Road
Hove, East Sussex BN3 2JQ
United Kingdom
Tel: (44) 1273 735 253
Fax: (44) 1273 749 539
Internet: http://www.meetweb.com/eibtm.htm
50
C.I.S. Travel Market/Inwetex starts in late September at the LenExpo

Centre in St. Petersburg, Russia. Participants include national and region-
al tourist organizations, tour operators, airlines, tourist attractions, service
companies, publishers, hoteliers, car rental companies, transport opera-
tors, cruise lines, and technology and telecommunications companies.
Attendance: trade 5,500; public 3,200
Contact: Mr. Matt Thompson
Reed Exhibition Companies
Oriel House
26 The Quadrant
Richmond,
Surrey TW9 1DL
United Kingdom
Tel: (44) 181 910 7725
Fax: (44) 181 910 7879
or
Ms. Lyudmila Ivanova
St. Petersburg Express
Ligovsky Prospect 56
4th Yard Office 302
191040 St. Petersburg
Russian Federation
Tel: (7) 812 164 61 61
Fax (7) 812 112 23 48
Internet: http://www.travel.spb.ru/Info/Market
51
Philoxenia International Tourism Exhibition is staged in early November

in Thessaloniki, Greece. Participants include tourist organizations, tour
operators, travel agencies, carriers, hotels, conference venues, rental compa-
nies, data communications companies, media and publishers.
Contact: Mr. Antonis Kourtis
Philoxenia - Helexpo
154, Egnatia str. 546 36
Thessaloniki, Greece.
Tel: (30) 31 291 288
Fax: (30) 31 268 228
Internet: http://www.helexpo.gr
WTM World Travel Market is a trade-only event held in mid-November

in London. Exhibitors include national and regional tourism organiza-
tions, tour operators, airlines, tourist attractions, service companies, pub-
lishers, hoteliers, and technology and telecommunications companies.
Attendance: 44,578 trade only
Contact: Fiona Jeffery
Reed Exhibition Companies Ltd.
Oriel House
26 The Quadrant
Richmond
Surrey TW9 1DL
United Kingdom.
Tel: (44) 181 910 7981
Fax: (44) 181 910 7879
Internet: http://travel.reedexpo.com
Additional information about ETTFA—The European Tourism Trade Fairs Association—

can be found on internet: http://www.ettfa.expobase.com
52
Mje. PORTADA FERIAS OMT 30/9/02 16:56 Pagina 1
C M Y CM MY CY CMY K
EUROPEAN TOURISM
T
TRAVEL
TOURISM FAIRS &
EUROPEAN TOURISM
THE WORLD TOURISM ORGANIZATION

is the only intergovernmental organization that
serves as a global forum for tourism policy
and issues.Its Members include 146 countries and
territories as well as over 350 Affiliate Members
from the public and private sectors. WTO's
mission is to promote and develop tourism as a
significant means of fostering international peace
and understanding, economic development and
international trade.
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TRAVEL & TOURISM FAIRS

Published by the World Tourism Organization

All rights reserved. No part of this book may be reproduced or trans-

The designations employed and the presentation of material in this

Printed by the World Tourism Organization

1. USING TRAVEL EXHIBITIONS ................... 12

2. SETTING YOUR OBJECTIVES ................... 15

3. CHOOSING THE RIGHT SHOW ................. 20

5. GETTING THE STAND RIGHT ................... 28

7. STAND STAFFING ........................................ 38

8. WORKING THE EXHIBITION ..................... 41

regulatory and single-issue lobby Exhibitor presence is now seen to

Higher Standards Disney’s travel industry market-

About Taking Part

Using Travel Exhibitions 1

the most cost-effective informa-

The importance of Europe as a source market for

Setting Your Objectives 2

Exhibitions provide a sure means of 2. Know your target market.

In the case of travel trade Cooperative participation

When choosing partners to

Flexibility enables the Netherlands Board of

Choosing the Right Show 3

Travel and tourism shows tend, of a more local market, such as

• Talk to previous exhibitors and Be certain, therefore, that you

approach to planning. The fol- The budget

allow for the cost of packing, appointed by the venue or

These six groupings are the

Sharing the cost

German government spending curbs are making

Getting the Stand Right 5

spot but once an organization • Consider also the location of

Getting the stand right

Sergat Espana is a Barcelona-based marketing

Stand design and layout you want to reach a small group

1. Say what you do. Going straight to a stand con-

graphics, floor coverings, and The following points should be

If an exhibition organizer does its The opportunities open to pro-

Sponsorship: 4. If possible make the gift rele-

3. Mailing your customers in

When choosing the precise In the case of travel trade

If a potential customer appears

Working the Exhibition 8

effect on the speed and efficiency visitor’s badge to capture his or

Working the exhibition

The most important thing is to make sure the right

Four steps to an effective follow- When measuring the effective-

Budget control 1. Calculate the value of sales

Therefore, you should not rely Measure visitor awareness on

4. Count the number of new If your organization is to profit

gathered and recorded in an exhi-

Matka Finnish International Travel Fair is organized in mid-January

BTL Lisboa Travel Market takes place in mid-January in Lisbon.

FITUR International Tourism Trade Fair is held at the end of January

Holiday World is staged in mid-February in Prague. Exhibitors include

TUR Swedish International Travel and Tourism Trade Fair is held in

Travel International Tourism Exhibition takes place in late March in Buda-