Why Reed Travel Exhibitions may have to think the timing of the region’s biggest travel show
As the saying goes, ‘you can’t please all of the people all of the time’, but in the case of this year’s Arabian Travel Market (ATM), it appears that you can’t seem to please many people at all.
In the past, there have always been gripes about stand positions, prices and the dreaded Dubai traffic, but this year, the complaints are getting more serious to the point that some exhibitors have pulled out.
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The chief grievance regards the timing of the show, which traditionally, has taken place at the beginning of May.
This year is no exception, with ATM being staged from May 5-8 at the Dubai World Trade Centre (DWTC), but many exhibitors, particularly tourism boards, claim that given the earlier onset of Ramadan this year (around August 22), the timing is just too late.
By this time, the selling season has started and brochures are out on the stands.
Some believe March or April would have been better, while others claim that November or December would be more appropriate given that it’s when most tour operators are buying for their forthcoming brochures.
ATM’s harshest critics have claimed that if ATM organiser Reed Travel Exhibitions (RTE) “really cared” about tourism in this region, it would swap the dates, but is happy as long as its exhibition space is being sold.
In previous years, it has come close to selling out, but this year the show has seen many regulars pull out leaving Sheikh Rashid Hall – the one where some have objected to being positioned – completely empty.
Notable absences at this year’s show include Tourism Australia and GDS provider Sabre, while instead of having its own stand, technology distributor EmQuest (Sabre’s GDS distributor) will have representatives manning the giant Emirates Group stand.
But it’s not all bad news – many new exhibitors including the UK’s Rocco Forte Collection and Dubai travel company Prime Travel will be taking part.
The latter was originally told there was no room at the inn, but is now able to showcase its new luxury villas in Phuket.
What is clear is that although exhibitors like the show, many have seen a reduction in foot traffic in recent years and even stalwarts such as VisitBritain say they will pull out next year because fewer partners see the value of coming on board.
Tourism offices in particular think their money could be better spent – on trade roadshows and marketing – as many say the quality of visitors is just not up to scratch.
Maybe Reed needs to re-examine the format and the timing of the show? It runs very successful travel shows around the world – from the large-scale events such as World Travel Market (WTM) in London to the niche shows such as International Luxury Travel Market (ILTM) in Cannes.
At ITLM, both exhibitors and buyers are vetted to strict criteria to ensure both get the most out of the event and the show’s growth is strictly controlled on the premise that quality is better than quantity.
It might be time for Reed to adopt this principle at ATM. If exhibitors were guaranteed quality buyers, it would be worth their while and vice versa.
In addition, Ramadan will keep getting earlier so the timing will surely have to change?
We need a show that gets back to basics – allowing exhibitors to first and foremost, target the Middle East travel trade with their travel goods and services.
This should be a true ‘travel mart’ where buying and selling takes place.
It should take place at an appropriate time – when buyers need to buy and sellers need to sell – and while the region’s impressive tourism developments are of great importance and interest, they should not take precedence, or get in the way of good old-fashioned business deals between exhibitors and visitors.
What are your views on the timing of this year’s Arabian Travel Market? Email gemma.greenwood@itp.com
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