TravelWorld 2005 - Where Travel Means Business

Travel trade shows in India have been always been plagued by criticism for the lack of substantial gain and relevance. However, an inherent B2B focus, a slew of international buyers and primed participants under the aegis of India’s biggest niche publishing institution is set to perhaps unspool the country’s most substantial travel event, namely TravelWorld 2005, writes Bhisham Mansukhani

In the recent past few years, travel and tourism has convincingly shed it persistent bogey of war, disease, natural calamity and the constancy of geo-political tension and terrorism to register a consistent uptrend, more so in the last two years. Taken into the context of an emerging tourism economy, India, the trend is only further reaffirmed. India's outbound traffic almost touched six million in 2004, up from 4.8 million in 2003. A growth in demand for outbound tourism is expected to grow by 8.8 per cent per annum, in real terms, between 2004 and 2014.

With all the much-required statistics well in place, India is displaying signs of its much overdue initiation to the clique of mature markets, both on the outbound and inbound plane. The outbound segment has seen the evolution of two distinct profiles of travellers - groups and FIT and, further, within the two segments, there are tertiary categories of special interests that have in turn driven the Indian traveller to the final reach of the planet. Conversely, the inbound market has found itself, a melee of different niches that join together to present a diverse Indian product combining culture, rustic authenticity, urban zest, healing centres, religion and MICE. Many of the Indian states have played catch up to the sagacious troika of Goa, Rajasthan and Kerala, with a positioning which is in sync to their social and natural resources. The potential of this positioning cannot be highlighted enough as the upside for some of the segments is immense - India so far receives little to zilch of the international MICE market, which is worth US$ 300 billion. Travel sits alongside technology in the realm of infinite earning capacity. It is also working with technology to realise this capacity. Worldwide, the industry generated US$ 5,490.4 billion of economic activity, accounted for 10.4 per cent of total GDP, 214,697,000 jobs or 8.1 per cent of total employment and 12.2 per cent of total exports (WTTC).

Carving A Niche

Taking into consideration the upbeat scenario, the month of February will witness India’s first-ever international travel trade show TravelWorld across four days ie 24-27, 2005. The event is the brain child of Express Travel & Tourism, India’s leading travel business magazine for the travel trade industry, and part of the Business Publications Division (BPD) of the Indian Express Group, one of the nation’s largest media conglomerates with a wide selection of publications and a network of offices spread across the country. TravelWorld will be integrated into the macro canvas of Express World. The event will front India's only B2B travel trade show alongside Hospitality World, Healthcare World and Medical Tourism Expo some of India's most relevant verticals.

Given the pervasive relevance of travel in everyday life, it is inescapably interwoven into different industries. This ignorance of this trend has been an oversight that most India trade fair organisers have suffered from, thus falling into the trap of limited dimension. By integrating technology, wellness and the film industry into its ambit, TravelWorld has sought to integrate travel into its separate pavilions dedicated to each segment of tourism, the niche focus is magnified further by the presence of concurrent exhibitions and seminars for other industry verticals. Such gargantuan proportions can be intimidating to visitors. According to an international exhibition veteran, "If you spent just 15 minutes in each booth to ‘learn’ about the company and their products and put in an eight-hour day, you would be able to reasonably cover the show in four months. So what are the chances of you finding just the products you want? As the size of the exhibitions increase in tandem with their respective industries, things are only going to be even worse."

Taking cognition of the event, TravelWorld 2005 has put together Comprehensive Integrated Theme Pavilions, which is in sync with and celebrates the segmentation of the Indian tourism landscape. It is also recognition of the time crunch that most business visitors are pressed by.

As aforementioned, there's a US$ 300 billion international pie for the taking and so far India has not helped itself to it. Recognising this, TravelWorld has dedicated an entire pavilion. A number of the state and international tourism boards will feature tailor-made products both at their stalls and through interactive presentation sessions and buyer/seller meets on a one-to-one basis, wherein, the target audience would be Corporate Travel Managers, MICE Specialists, Business Travellers, Tour Operators and Travel Agents, who specialise in MICE planning. A Bollywood Destination Guide would be launched simultaneously at TravelWorld that would facilitate attending Bollywood film producers, directors, serial directors, advertising filmmakers, and potential investors. The Medical Tourism Pavilion is testament to the sheer number of international visitors coming in for medical treatment to states like Tamil Nadu, Maharashtra, Karnataka, Andhra Pradesh and even Kerala. The pavilion will feature hotels, hospitals, resorts and spas, rejuvenation and therapy centres, tourism boards, travel agents, tour operators and organisations that specialise in the concept. And the target audience will be international and domestic travel service providers specialising in medical tourism packages, medical tourists, medical professionals, health organisations and the entire range of accommodation providers.

Beyond Conventions

Conventions have been largely perceived as significant value add to a trade show that extends its profile beyond the set piece of a buyer seller platform. There is a danger of a convention petering out into futile lip service if it is considered an also ran. For TravelWorld, though, the concurrent business sessions are the centerpiece with utmost detail awarded to the agenda for discussion and the scope and sagacity of the speakers and panels. The CEO's Conclave will witness the coming together of a pantheon of industry captains that shall discuss and debate issues that currently confront the industry and find a way forward. Participants will witness high profile keynote speakers of international repute, who will elucidate insights that will form the crux of a white paper on the future of the tourism industry. The insights will form the crux of a white paper on the future of the tourism industry. TravelWorld will also showcase back to back business sessions on relevant topics within the industry. These sessions will be moderated panel discussions at each forum, featuring stalwarts from the industry as well as speakers of national and international repute.

Reading Between Shows

One of the less emphasised effects of the September 11 attacks was the sterner consideration of the rationale to invest in trade show participation as against economical options like tele or video conferencing. While this may be true, commercial exhibitions have grown four percent annually over the past decade, according to an industrial newsletter. Some 4,503 shows were held in the US alone in 2004, and about 123 million people are expected to attend a trade show this year. The 25th World Travel Market (WTM) which registered its highest ever attendance of professionals attending, more than 5000 exhibitors from 190 countries participating and 42,300 attendee on the first day alone -- a two percent increase over the 2003 posit. The figures affirm the trust that the international travel trade invests in the franchise and it is hardly a coincidence that it is a B2B event. "Trade shows are the best way to talk to new and potential customers face to face. They give you an extraordinary chance to showcase or launch your products and services, sell from the floor, sign up distributors, generate leads, promote your brand and see what the competition is up to," says Pallavi Sharma, an onsite consultant for neophyte exhibitors as well as business development specialist. Though there has been an interest in less expensive video conferencing and virtual trade shows, most experts still believe technology will be used to enhance rather than replace trade shows. According to the US-based Center for Exhibition Industry Research (CEIR), "Trade shows are used more in the selling process, 90 per cent, than any other marketing technique. Exhibitions reach unknown prospects; 88 per cent of attendees have not been called on by a salesperson in the last year.

Smaller companies rely on exhibitions for their very survival. Exhibitions are the number one source for the organisations to make purchasing decisions. Since 9/11, companies are more conscious than ever of return on investment. Exhibitors, sponsors and attendees alike, are taking a hard look at trade shows. And that's a good thing. Pre 9/11, many shows, also did not provide standardised, independent audits that could give exhibitors reliable and substantiated attendee data which made it difficult for exhibitors to participate confidently in shows. Trade shows remain an incredible selling opportunity," the experts reiterate. The quantum of B2B trade online alone is set to cross US$ six trillion by 2005 end, representing 42 percent of total US B2B non-service spending, according to research by US based Jupiter Communications."

Concluding in the words of WTO deputy secretary general Dr Dawid de Villiers who cited an important paradigm shift while paying tribute to the travel and tourism sector, saying, "We knew that prospects for 2004 were good, but the strength of the rebound has even surprised us. We are confident that the tourism sector is back on the right track after three difficult years. It is encouraging to see that destinations and industry have regained confidence. Once again the tourism sector has shown its extraordinary resilience and its ability to overcome difficulties, and in many cases it has even emerged stronger."

Hosted Buyers Programme

TravelWorld will source hosted buyers from the international and domestic realm. These hosted buyers would be able to transact quality business with their Indian counterparts. To enhance this even further, post-roadshows of respective international / state tourism board could be organised to recap and close transactions conducted at TravelWorld. Pre and post-Indian tours would be conducted in the most exotic states of the country. To name a few - Maharashtra, Rajasthan, Goa, Kerala, Madhya Pradesh and a lot more.

Conference Programme

India Shining is the perfect way to describe the country's travel and tourism potential that is maturing by the day. To further enhance this market, TravelWorld will showcase back to back business sessions on relevant topics within the industry. These sessions will be moderated panel discussions at each forum, featuring stalwarts from the industry as well as speakers of national and international repute.

• Back to back business sessions on relevant topics within the industry
• Moderated panel discussions at each forum
• Speakers of national and international repute

CEO's Conclave

The event will bring together leading decision makers in the travel and hospitality industry. It would be an international forum of business heads, who would discuss and debate on burning issues within the industry to chart a way forward. Participants would witness high profile keynote speakers of international repute, who would elucidate insights that will form the crux of a white paper on the future of the tourism industry.

Medical Tourism Pavilion

India is becoming a haven for medical tourism. This fact could be substantiated by the sheer number of international visitors coming for medical treatment to states like Maharashtra, Karnataka, Andhra Pradesh and even Kerala.

The pavilion will have participants that would include hotels, hospitals, resorts and spas, rejuvenation and therapy centres, tourism boards, travel agents, tour operators and organisations that specialisein the concept. The exhibitors would showcase the various benefits they can offer to facilitate any medical issues in India. And the target audience here would be international and domestic travel service providers specialising in medical tourism packages, medical tourists, medical professionals, health organisations and the entire range of accommodation providers.

Participants from top hospitals, medical insurance companies, resorts and spa properties, tour operators, travel agents, medical supplier companies, specialised health care institutes, international and state tourism boards.

The participants will showcase the state-of-the-art medical facilities, equipment, services and innovative therapies in health and stress management to the participating international audience.

Target Audience: International and domestic travel service providers specialising in medical tourism packages, medical tourists, medical professionals, health organisations and the entire range of Accommodation providers.

Hosted Buyer Programme

Specific agenda to further tourism business with India. Targeting new and emerging markets. Consolidation and representation from all major tourism markets for India. A sizable representation from markets such as Europe, Middle East and Far East.

CEO’s Conclave

Brings together the leading decision makers in the Travel & Hospitality industry An International forum of business heads Discussions and debates on burning issues within the industry to chart a way forward High profile Keynote speakers of international repute The insights will form the crux of a white paper on the future of the tourism industry

Beyond Conventions

Conventions have been largely perceived as significant value add to a trade shows that extends its profile beyond the set piece of a buyer-seller platform. There is a danger of a convention petering out into futile lip service, if it is considered an also ran. For TravelWorld, though, the concurrent business sessions are the centerpiece with utmost detail awarded to the agenda for discussion and the scope and sagacity of the speakers and panels. The CEO's Conclave will witness the coming together of a pantheon of industry captains that shall discuss and debate issues that currently confront the industry and find a way forward. Participants will witness high profile keynote speakers of international repute, who will elucidate insights that will form the crux of a white paper on the future of the tourism industry. The insights will form the crux of a white paper on the future of the tourism industry.

The year gone was a significant year for aviation in India, for several reasons. It was the year of liberalisation, which spread like wildfire in Asia and reached India. With such an upbeat performance and optimistic future, TravelWorld will host an Aviation Summit along with its strategic partner The Centre for Asia Pacific Aviation (CAPA). The Aviation Summit 2005 will have CEO’s from leading international and domestic airlines, discuss and debate pertinent topics in the Indian aviation industry. The day-long seminar will also touch upon the role of Indian aviation and its enhancing factors to tourism. TravelWorld will also showcase back-to-back business sessions on relevant topics within the industry. These sessions will be moderated panel discussions at each forum, featuring stalwarts from the industry as well as speakers of national and international repute.

Reading Between Shows

One of the less emphasised effects of the September 11 attacks was the sterner consideration of the rationale to invest in trade show participation as against economical options like tele or video conferencing. While this may be true, commercial exhibitions have grown four per cent annually over the past decade, according to an industrial newsletter. Some 4,503 shows were held in the US alone in 2004, and about 123 million people are expected to attend a trade shows this year. The 25th World Travel Market (WTM) which registered its highest ever attendance of professionals attending, more than 5000 exhibitors from 190 countries participating and 42,300 attendee on the first day alone - a two per cent increase over the 2003 posit. The figures affirm the trust that the international travel trade invests in the franchise and it is hardly a coincidence that it is a B2B event. "Trade shows are the best way to talk to new and potential customers face to face. They give you an extraordinary chance to showcase or launch your products and services, sell from the floor, sign up distributors, generate leads, promote your brand and see what the competition is up to," says Pallavi Sharma, an onsite consultant for neophyte exhibitors as well as business development specialist.

Though, there has been an interest in less expensive video conferencing and virtual trade shows, most experts still believe technology will be used to enhance rather than replace trade shows. According to the US-based Center for Exhibition Industry Research (CEIR), "Trade shows are used more in the selling process, which amounts to approximately 90 per cent, than any other marketing technique. Exhibitions reach unknown prospects.”

Smaller companies rely on exhibitions for their very survival. Exhibitions are the number one source for organisations to make purchasing decisions. Since 9/11, companies are more conscious than ever of return on investment. Exhibitors, sponsors and attendees alike, are taking a hard look at trade shows. And that's a good thing. Pre 9/11, many shows, also did not provide standardised, independent audits that could give exhibitors reliable and substantiated attendee data, which made it difficult for exhibitors to participate confidently in shows. Trade shows remain an incredible selling opportunity, the experts reiterate. The quantum of B2B trade online alone is set to cross US$ six trillion by 2005 end, representing 42 percent of total US B2B non-service spending, according to research by US-based Jupiter Communications.

As one could conclude in the words of WTO deputy secretary general Dr Dawid de Villiers, who cited an important paradigm shift while paying tribute to the travel and tourism sector, saying, "We knew that prospects for 2004 were good, but, the strength of the rebound has even surprised us. We are confident that the tourism sector is back on the right track after three difficult years. It is encouraging to see that destinations and industry have regained confidence. Once again the tourism sector has shown its extraordinary resilience and its ability to overcome difficulties, and in many cases it has even emerged stronger."

THE EXCLUSIVE FEATURES

Hosted Buyers Programme

TravelWorld will source hosted buyers from the international and domestic realm. These hosted buyers would be able to transact quality business with their Indian counterparts. To enhance this even further, post-roadshows of respective international / state tourism board could be organised to recap and close transactions conducted at TravelWorld. Pre and post-Indian tours would be conducted in the most exotic states of the country. To name a few - Maharashtra, Rajasthan, Goa, Kerala, Madhya Pradesh and a lot more.

Conference Programme

India Shining is the perfect way to describe the country's travel and tourism potential that is maturing by the day. To further enhance this market, TravelWorld will showcase back to back business sessions on relevant topics within the industry. These sessions will be moderated panel discussions at each forum, featuring stalwarts from the industry as well as speakers of national and international repute.

• Back to back business sessions on relevant topics within the industry
• Moderated panel discussions at each forum
• Speakers of national and international repute

CEO's Conclave

The event will bring together leading decision makers in the travel and hospitality industry. It would be an international forum of business heads, who would discuss and debate on burning issues within the industry to chart a way forward. Participants would witness high profile keynote speakers of international repute, who would elucidate insights that will form the crux of a white paper on the future of the tourism industry.

• Brings together the leading decision makers in the Travel & Hospitality industry
• An International forum of business heads
• Discussions and debates on burning issues within the industry to chart a way forward
• High profile Keynote speakers of international repute
• The insights will form the crux of a white paper on the future of the tourism industry

Medical Tourism Pavilion

India is becoming a haven for medical tourism. This fact could be substantiated by the sheer number of international visitors coming for medical treatment to states like Maharashtra, Karnataka, Andhra Pradesh and even Kerala.

The pavilion will have participants that would include hotels, hospitals, resorts and spas, rejuvenation and therapy centres, tourism boards, travel agents, tour operators and organisations that specialisein the concept. The exhibitors would showcase the various benefits they can offer to facilitate any medical issues in India. And the target audience here would be international and domestic travel service providers specialising in medical tourism packages, medical tourists, medical professionals, health organisations and the entire range of accommodation providers.

Participants from top hospitals, medical insurance companies, resorts and spa properties, tour operators, travel agents, medical supplier companies, specialised health care institutes, international and state tourism boards.