World Travel Market 2002 – which moved to its new ‘home’ at ExCeL in London’s Docklands – saw an increase in visitors compared to the previous year…
World Travel Market 2002 – which moved to its new ‘home’ at ExCeL in London’s Docklands – saw an increase in visitors compared to the previous year, un-audited figures reveal.
Meridian Club visitor numbers, for example, were up 18.92% to 12,929 compared to 10,872 in 2001 with nearly 36% coming from overseas. Members of the media attending went up too from 2,563 to 2,571.
On the first three days of the event (11-13 November), visitors increased by 6.8% in comparison to the same period last year to a total of 19,324. Total participants for the same three days went up by 8.6% to 41,050. But the national firemen’s strike on the final day, when 19 London Underground stations were closed and public transport was seriously disrupted by other industrial action resulted in an increase in overall visitors of only 0.7% (22,107 visitors) as opposed to the 6.6% increase recorded at the close of Wednesday.
Total participants, including exhibitor personnel, also increased over the four days to nearly 45,000 compared to just over 43,000 last year, of which 43% came from overseas. The size of the event expanded with 184 countries taking part compared to 172 in 2001 with nearly 37,000 square metres, rising nearly 4,000 metres from the previous year, a hike of just under 12%. A total of 17 countries were exhibiting for the first time.
Fiona Jeffery, Group Exhibition Director said that she was delighted at the success of the first event at ExCeL. Inevitably when you move such a major business event as World Travel Market, there are many concerns about whether the new venue can adapt to the requirements of the industry, whether exhibitors or visitors.
These results totally validate our decision to move to a venue that could meet and exceed the needs of the international travel and tourism industry in the 21st century.
We have been receiving highly positive comments and feedback in droves, she said. It’s clear that record levels of business were conducted during the four days.
The exhibitors loved ExCeL and so do the Meridian Club visitors and trade professionals. But as always, we are now carrying out comprehensive independent research with all our customers to ensure that we take into account all comments and opinions before starting to plan for World Travel Market 2003.
The column-free exhibition halls, wide aisles and broad Central Boulevard made it easy for people to get around and the state of the art equipment and facilities, such as the 55 meeting rooms and conference suite are only what the industry deserves and has a right to expect.
This was combined with a spectacular waterside location and gave everyone a chance to explore one of the most exciting, contemporary and stylish areas in London.
It meant that we were able to stage the biggest event and entertainment programme ever, catering for all sectors, regions and interests.
The two years of planning and attention to detail has paid off. We have worked closely with the team at ExCeL as well as many other partners, such as all public transport providers and the Docklands Light Railway – who even introduced 24 new trains in time for World Travel Market – the Greater London Authority, the London Development Agency and the local tourism and business community.
We also carried out the largest and most ambitious worldwide marketing, promotions and communication programme ever, which helped to attract quality visitors from every corner of the globe.
Ms. Jeffery said that they were aware of the importance of helping participants to familiarise themselves with the east side of London and had produced 100,000 World Travel Market Pocket Guides with information on ExCeL and the area. They also organised a team of ‘Ask Me’ crew, with distinctive ‘lollypop’ signs, situated at key stations on the route to the venue. A second team of ‘Ask Me’ crew were also on hand at ExCeL to help everyone around the venue.
The new initiatives included the World Travel Market Official Welcome river spectacular, with the world’s largest video screen, fireworks, lasers and the Youth Showchoir of London which was watched by an audience estimated to be well in excess of 10,000.
Another new phenomenon was the presence of seven river cruisers, moored beside ExCeL during World Travel Market, in addition to the permanently moored luxury hotel, ‘Sunborn’. The riverside location has meant that there is tremendous interest in using the cruisers as part of corporate entertainment, said Ms. Jeffery, who predicted that probably even more vessels will be involved in the event next year.
Promotions also played a major focus in the marketing campaign including a free trip on the British Airways London Eye for all participants as well as giving away two brand new cars, in conjunction with leading car rental company Hertz. Two shopping promotions were also held offering discounts, complimentary drinks and street entertainment at nearby Canary Wharf (Wednesday) and for Meridian Club members only at Covent Garden (Tuesday).
Ms. Jeffery said that the online services of Reed Travel Exhibitions, working closely with hotel specialists Expotel and the introduction of a popular and unique discounted Visitor Travelcard, which could be book online in advance, also helped to smooth the way.
Participants were encouraged to use hotels in the east side of London or 20 carefully selected hotels in central London within easy reach of London Underground stations.
World Travel Market 2003 will have five new hotels completed and operational on the ExCeL site which will add even more to the convenience of the event.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
