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Most people who have been to a travel exhibition know the problem. You are trying to talk business on a stand, when suddenly a band strikes up and music, singing and dancing take over.
Whether to allow entertainment at travel exhibitions is a big question, and much depends on whether it is a trade-only event or also open to the public. The tide is turning against entertainment at trade-only shows, and World Travel Market in London is a case in point.
When it was held at Earl’s Court, it was often difficult for exhibitors and visitors near the large centre stage to avoid disruption. But when WTM moved to the larger ExCel exhibition centre, a much smaller stage was created in one small corner of the show.
Reed Travel Exhibitions chairman Tom Nutley says: “Most of our exhibitions are trade-only, and entertainment has no value at a trade-only show. But stage events can be used for discussions on industry topics and product launches.
“At WTM we also run fun quizzes in the style of popular TV programmes, which get the audience involved and prove very popular.”
But many shows also admit the public, an example being UTAZÁS in Budapest which has only one trade day followed by three days for the public. Events planned at UTAZÁS from March 17-20 include a horse show, gastronomic demonstrations and dance programmes.
UTAZÁS director and new president of ETTFA, Klara Tihanyi, says: “Events should be attractive but not too loud, and timing is important. Afternoons are better so not to disturb business. The location of events has to be planned very carefully so that the visitors are led through the whole exhibition.
“These days it is impossible to organise successful exhibitions without the accompanying programmes. Stands alone are not enough to attract large numbers of visitors and our motive is not just to sell space, but also the emotions and feelings of an exhibition.”
Hacer Aydin, director of EMITT in Istanbul, says seminars and discussions, rather than entertainment, are an important part of exhibitions.
“Sometimes we organise a very important seminar and invite important speakers, but we do not announce it to its targeted audience and the number of people who come to listen could be a disappointment,” she says. “The subject of the seminar must be very important, the speakers must be very well-known, and the seminar must be well publicised.”
Frederique Maurell, senior event sales manager of ITE Travel Exhibitions, says exhibitors should make their stands as attractive as possible.
“Exhibitions are unique and marketing does not get any more direct or human,” she says. “The challenge is to bring colour and animation to one’s stand, to attract more attention and spread awareness among visitors. Folklore dances, competitions and food tasting are good ways to do it.
“Some key questions must be asked: what do I want to achieve? Who do I want to reach? Which special event is the most suited to attract key buyers?
“Awards are another possibility to acknowledge a destination. Happy hours and sponsorship of a gala dinner also attract more visitors, bring life to the event, and make the experience more memorable for exhibitors and visitors alike.”
An exhibition backing entertainment even during trade days is Holiday World in Prague.
“If your products and services depend directly on visitors’ decisions, then you have to be a showman,” says sales manager Libor Patoèka. “I see no difference between professional and public visitors, as both are human beings and most like good entertainment. We as the organiser have to find the balance.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
