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HomeColumnsArticle by ITTFAITTFA Comment on… New President for ITTFA, Johan F Lundberg, Discusses the Importance of Trade Associations and Outlines his vision for ITTFA in the year ahead

ITTFA Comment on… New President for ITTFA, Johan F Lundberg, Discusses the Importance of Trade Associations and Outlines his vision for ITTFA in the year ahead



At its Annual General Meeting in Stockholm in June, International Tourism Trade Fairs Association, ITTFA, appointed its new President and Officers for the 2007/08 term. This year Johan F Lundberg, Exhibition Manager for TUR, Gothenburg, will carry on the role of President.



In today’s busy and competitive environment, trade Associations offer members a secure and comfortable environment in which they can gain knowledge and exchange ideas. Instead of going it alone, the power and voice of a group gets faster results and carries more weight. Doors to new markets are opened and shared and business gets done quicker, whilst all along promoting the industry and increasing standards.



This is the basic ethos behind ITTFA and after 15 years it still holds the same values and provides a platform from which travel trade shows can market both their collective and individual strengths.



“I am very pleased that I was elected as president for this coming year. Not only does it mean recognition for me individually but also for TUR as a show and it heightens its importance in the trade show industry in general,” says Lundberg about his new role. “ For me, being President of ITTFA means that I can improve relations with my colleagues, exhibition managers and directors around the world, learn more about their shows and markets and hopefully I can contribute some ideas and initiatives too”.



“With regards to the role of ITTFA in the travel trade and in the trade show industry in general, I think it is necessary to have an organisation that can help both show organizers with all kind of issues regarding travel fairs, but also provide an opportunity for exhibitors and visitors to have their questions answered from a general point of view. As there are many shows in the organisation, it makes it easier to have a dialog with organisations such as UNWTO, PATA and easier for them to address us as a group rather than individual shows. We also exchange experiences between the shows which hopefully makes it easier in the long run for the exhibitors and visitors to attend our shows. “



“One of the main benefits of being an ITTFA member is the exchange of experiences between the shows. You dont have to invent everything yourself. At every show we have a stand where you can meet your potential clients, journalists and other fellow members. Together we are much more powerful when we talk and negotiate with bigger organisations. But of course there are a lot more benefits, not least the international contacts network and social activities.”




Traditionally viewed as an after thought when allocating advertising spend, companies have often not put enough thought and emphasis into event planning. However figures from the US state that the exhibition industry grew last year by nearly five percent over 2005. Based on revenue, attendees, net square feet and number of exhibitors, the exhibition industry showed 4.8 percent growth in 2006 over the previous year, according to the Center for Exhibition Industry Research Index Report. Revenue increased 9.7 percent, attendees increased 4.6 percent, net square feet grew 3.8 percent and exhibitors increased 1.3 percent.



Commenting on the strengths of the trade show industry, Lundberg states “Today technological developments are truly amazing, but we have realized that the more technical advances there are, the more need there is to meet face to face. This is the very lifeblood of trade fairs and the reason they continue to succeed. It is always much more efficient and effective to hold business meetings in person and I think this will continue for a long time.”



“In terms of the future of the industry, I would like to see the industry in general take on more responsibility for the environment and sit down to discuss the various global issues that affect us all, such as exploitation of children. Events are slowly becoming more socially aware and some, such as our ITTFA member show, WTM, now run their own charities and support various projects. I do feel that we should be taking the lead rather than just a part in such issues which are common to the global community. Travel is a part of most people’s lives these days and as an industry we hold a unique position as travel trade shows to reach millions of people on a regular basis.”




Lundberg hopes that in the coming year more shows from the Americas and Asia will join ITTFA so that the Association can work on a more international basis than it does currently. Both members, exhibitors and visitors will benefit from the increase and diversity of the experiences that these shows can offer.



For more information on ITTFA, view www.ittfa.org



TUR is held in Gothenburg, 13-16 March 2008. For details on TUR, see www.tur.se

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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