Expo Evo lu­tion

Travel Bulletin - - ISUES & TRENDS - David Pater­son, event di­rec­tor Ex­hi­bi­tion & Trade Fairs

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.”

Pub­lished in col­lab­o­ra­tion with the Travel In­dus­try Ex­hi­bi­tion

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