ATM to increase 'business-focus'

Cost goes up for exhibitors but organisers insist the show is “value for money”

ATM organisers Reed Travel Exhibitions say demand is up on last year for space at Arabian Travel Market (ATM), which will take place from May 2 - 5 , 2011.

“In terms of the figures, we are ahead of this time last year,” said Mark Walsh, group exhibition director, Reed Travel Exhibitions. “We have already contracted 11,000 square metres and we are expecting 21,000 square metres in 2011. Last year we had 20,000 square metres.”

Walsh said that the global downturn had not impacted on larger events such as ATM as they were seen as a ‘must-attend’.

“We do all these shows across the world as Reed, and to be frank with you it’s tougher now for the smaller and the less-established shows. Not because they are inferior shows or weak shows but because the budget doesn’t stretch. ATM, WTM, and big, events in their fields are not seeing that – they are seen as a ‘must attend’.”

He admitted that while rates for ATM were frozen in 2009, Reed has upped the cost of exhibiting this year by almost six percent.

“Last year we froze our rates for 2010. For 2011 there is a minimal price increase only reflecting the costs that we have as a business.

“Some costs in Dubai have gone up – so we are more or less matching the cost price inflation in Dubai with any increase that we have made,” said Walsh.

Despite the cost increase Walsh insisted that Reed was focused on ensuring that exhibitors to the show “receive value for money.”

“Our customers are more demanding in terms of what they expect – because the current world is demanding more for less,” said Walsh. “Our responsibility as organisers is that ATM remains an indispensible event for the tourism business in the region.”

In order to “enhance the business focus” of the show, the 2011 edition of ATM will take place on Monday to Thursday, instead of Tuesday to Friday, allowing for a whole extra day of business.

“There was a lot of feedback that people really don’t have the time to take advantage of all the opportunities. So we looked at this and we’ve made a tweak by creating an extra day. We would only enact these things if that’s what the industry was telling us to do.”