Expo Evo lution
Aiming for bigger results from a more compact show, the Travel Industry Exhibition has embarked on a new direction. It won’t be the same old faces and the same old routine - we’re putting in a concerted effort to make this event much more targeted and productive for involved’ everyone
Fresh from a stand-out show in 2016, organisers of the Travel Industry Exhibition are preparing a return to the stage in 2017 with a newly energised format and a sharpened focus on bringing the best visitors and exhibitors together. To be held in both Sydney and Melbourne in July, the event has been rebranded as the Travel Industry Exhibition & Conference to reflect the launch of a new seminar program and a stronger emphasis on the interaction of buyers, suppliers and industry leaders. “We’re making this into something much more than just the regular business-tobusiness exhibition,” said event director David Paterson of Exhibitions & Trade Fairs. “It won’t be the same old faces and the same old routine - we’re putting in a concerted effort to make this event much more targeted and productive for everyone involved.” Returning to Sydney’s Luna Park and moving to the Melbourne Convention & Exhibition Centre for the first time, the 2017 exhibition will introduce a new element of business insight through its seminar program, while at the same time moving to boost the quality of interaction on the exhibition floor. “The insight we’ve gained from the events we’ve already held in Sydney and Melbourne has made it clear people want to go straight to the point and engage with genuine qualified buyers or new and interesting exhibitors,” Paterson said. “We’ve got a lot of detailed feedback from post-event analysis and so this year our attention is on demonstrating what we’ve learnt on the exhibition floor.” As a result, an invitation-led qualifying process has been introduced with the aim of ensuring the best buyers are given priority at the 2017 exhibition, a move Paterson says is about reducing overall visitor numbers but increasing the level of business conducted. Exhibitors, too, will be specially targeted, shifting the focus from well-known event regulars towards a more interesting mix of emerging destinations and new product. “This is the way the industry is going,” Paterson said. “The move is towards a more agile and more compact event – tighter and results focused. “We know what people want, so our aim is to evolve our event to ensure we reflect that.”