Cover Story
WTM clear to take off
Martin Fullard talks to RX Global ’ s Carrie Lee , marketing manager for World Travel Market London , about how the show guided the travel industry safely back to ground
Those of us in the exhibitions industry have every right to say we were the hardest hit by the pandemic , and indeed the global travel industry would say exactly the same . Both industries were brought to their knees as planes were grounded and convention halls locked up , but as 2021 sailed along , the whir of engines began to pick up once more . It is hard to think of an industry marriage that needed to get back to work more than that between trade shows and travel .
RX Global – formerly known as Reed Exhibitions – were quick out the blocks to give the travel industry its grand reopening , so to speak , with the prestigious World Travel Market London opening its doors at ExCeL on 1 November .
More than 100 regions were represented at the show , with more than 5,000 registered buyers joining them from 142 countries .
Carrie Lee is the show ’ s marketing manager , and she kindly made time to
Carrie Lee
talk to me about how the show got itself fighting fit and ready .
Martin Fullard : How did this year ’ s show differ to previous iterations of the event ? Carrie Lee : The focus for us was all about rebuilding the travel industry . This was our first live event in two years . In 2020 we completely pivoted towards virtual , so our theme this year was reconnect , rebuild , and innovate . It was the first time that we had brought everyone within the travel community back together under one roof .
I think that really showed , both with the commitment of the exhibitors attending and the visitors , many of whom travelled in especially .
Our benchmark was based on travel restrictions , which we knew were a big factor , and that as a result the size of the show would be about 50 % compared to normal . We also knew the travel industry had shrunk by third during the pandemic .
Additionally , a lot of companies have budget constraints . But just walking around the show floor , which you would have seen , Martin , it was just so nice to have everyone back under one roof ; there was such a positive vibe .
The sentiment and the feedback we ’ ve had , especially across social media , has been amazing . Everyone was just happy to be back networking , being face-to-face and doing business deals .
10 — Winter