MENA to shine at WTM 2007

by ArabianBusiness.com staff writer on Monday, 03 September 2007

Craig Moyes.

World Travel Market exhibition director Craig Moyes outlines the importance of Middle East participation at the 2007 event, which takes place at ExCeL London from November 12-15.

ATN: How many visitors and exhibitors are you anticipating this year and what increases will this represent on last year?

In 2006, 45,459 travel professionals representing 202 countries and regions attended WTM.

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This included 11,410 trade buyers, 11,071 professionals and 3144 international media (figures monitored and validated by ABC). It is impossible to give an accurate forecast for this year's event right now, but early indications are very encouraging.

It can be meaningless for exhibitions to boast of how many people they got through the doors and as with everything, the devil is in the detail. WTM is the only global industry event of its kind that is strictly business-to-business.

What is particularly interesting is that 36% of all delegates expressed a direct interest in the Middle East, according to independent research.

This means that our ultimate aim is to facilitate high-yield business, providing fresh and different opportunities to identify new markets, negotiate business, make new contacts, network and learn about the latest cutting edge developments, trends and products. More importantly, independent research revealed that an estimated £28 billion (US $55.6 billion) worth of business was negotiated between middle and senior management professionals and exhibitors at WTM 2006. This is a much more critical and effective measure of the event's success.

ATN: What is WTM's growth strategy?

One of our growth areas over the past three years has been in technology and online travel, which reflects the fact that it is now a cornerstone of the global industry and consumer booking patterns have shifted quite dramatically in some regions.

Interestingly, our growth is broadly in line with a continuing explosion in the sector of up to 20%. Euromonitor International, one of WTM's key market intelligence partners predicts it will be worth more than £33 billion ($65.6 billion) in the European Union alone by 2011, and this year it was the first area to sell out.

In 2007 we will be focusing on the most recent online travel developments to pinpoint how to use technology and maximise business advantage.

ATN: How many exhibitors from the MENA region will participate this year and who is exhibiting for the first time?

Last year we had 425 MENA exhibitors, but we expect more than 450 this year. Major new MENA exhibitors with their own stand for the first time or those returning after some years are Etihad Airways and Yemen, while Abu Dhabi, Jordan, Dubai and Egypt all have larger stands.

There were nearly 1000 Meridian Club members and trade visitors from MENA last year, but what is particularly interesting is that 36% of all delegates expressed a direct interest in the Middle East, according to independent research.

ATN: Do you anticipate the Middle East market playing a bigger part in future WTM installments?

Yes. This year has started on a higher than expected note for the Middle East. Between January and April 2007, the region achieved the third best tourism performance in the world with an increase of 8% over the same period last year.

This continued growth combined with the phenomenal level of investment into the travel and tourism sector makes it almost inevitable that we will be working even more closely with the Middle East in the future.

ATN: What will be the key topics of debate at this year's WTM?

Key issues for this year will be responsible tourism and climate change. The first World Travel Market World Responsible Tourism Day, in association with the United Nations World Tourism Organization (UNWTO), will be held on Wednesday November 14.

This global initiative has already attracted high profile supporters, including respected industry groups such as the WTTC and PATA, as well as Sir Richard Branson and international environmentalist Professor David Bellamy.

It means the international travel industry can work together as one unifying and universal force to actively make a difference in protecting environments, respecting local cultures, supporting local communities, conserving natural resources and minimising pollution.

I hope that governments, organisations and travel companies in the MENA region will take part in this great crusade. I am delighted that Morocco is making responsible tourism a key strategy and is participating in WTM's WRTD Day.

The sales pitch

New exhibitors of note: include Gibraltar, Bosnia and Herzegovina, and Italian cruise operator MSC Cruises.

Visitor types:

Meridian Club membership: membership is given to buyers attending to specifically meet, negotiate and purchase from exhibitors. Benefits include fast track entry, a dedicated welcome desk and pack, a Personal Event Planner (PEP), exclusive access to the Meridian Club Lounges and M Bar Receptions.

Key professionals: agents, operators, airlines, airports and conference organisers, cruise companies, destinations and tourist attractions; every sector of the industry is mirrored in the profiles of executives visiting the event.

Travel agents: Thursday at WTM is Travel Agents Day and WTM is working with leading trade associations, training specialists, organisations and companies to provide a constructive programme for interactive and enjoyable learning for agents at all levels of their career.

Exhibitor to exhibitor: E2E business generally takes place on Thursday when exhibitors have more time to target other suppliers. Last year, around £9 billion ($17.9 billion) worth of business was conducted between exhibitors and this year WTM has introduced an advanced ‘Super PEP' for them.

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