'We Look Forward To More Indian Representation'

The Delta Gateway Showcase has journeyed from an event status to an institution that emphasises the convergence of aviation and tourism efforts. The Delta Gateway Showcase Alliance Executive Director Andrea Shamoian in an exclusive with Bhisham Mansukhani at the event's Cincinnati and Northern Kentucky edition in 2004 outlines present objectives and charts the future of what could become a defining event…

When was the Delta Gateway Showcase initiated and what was the key objective?

The Delta Gateway Showcase was initiated in 1999 when a solution was being sought as to how best to bring European meeting planners in contact with American suppliers. The first ever Gateway Showcase took place in Atlanta in 1999 with Convention and Visitors Bureaus (CVBs) from Atlanta, Northern Kentucky and Cincinnati participating. Cincinnati played host in 2000 followed by Boston in 2001 which is when I got involved since I was then employed by the Boston Convention and Visitors Bureau. That was the biggest one to date with 95 buyers and 130 suppliers. The event finished just before September 11 and all the enthusiasm that we created from the landmark proportion of the event was, in a way, lost. International travel was hit and it was quite a downer for all of us. Anyway, the event was held the following year in New York City and 86 buyers attended. I came on board in 2003 and organised the 2003 edition in Atlanta which witnessed 57 buyers.

What are you looking to do in future editions of the Gateway Showcase?

We want to increase the number of suppliers. The challenge we have faced in the past is that we only allow suppliers from partner cities to participate which limits the total nucleus of suppliers. In the last three years, we have invited some more partner CVBs. Extending the base of suppliers will inevitably attract more international buyers and attract new and emerging markets. We are looking at enlisting more Indian representation.

How has Delta Airlines benefited from the event?

Our biggest challenge remains gauging returns on investment. Delta Airlines has reported that its group travel into United States has grown by 38 per cent. That said, there are a lot of things that Delta Airlines does to promote its product and there are other factors at play. The Gateway Showcase may have played a part in it but I cannot attribute the growth to it. Correlation apart, it is a positive trend.

Is the event perhaps a recognition of the need for synergies between aviation and tourism?

Limited marketing dollars for airlines and destinations makes it imperative for them to pool their resources. A common goal only reinforces the case for a commercial alliance. The pie is bigger than the pieces in isolation. That is the key objective of the event.

What kind of follow up process will you be initiating?

All participants were given evaluation forms, a lot of which were duly filled and returned. We also send out quarterly newsletters to participants which mentions new destinations within the US and internationally that Delta has added to its network.

Which are the new markets that you will be looking at, going forward?

We will be looking at more representation from South America. There was one participant this year. Delta is in the process of adding more flights to the Latin America Circuit. Eastern Europe is another growing market. We haven't reached Asia yet simply because Delta does not fly into the continent as much.