http://www2.planeta.com/mader/planeta/0199/0299tourism.html
A Look at Travel Industry Conferences: Reflections Following the 1998 National
Tourism Association (NTA) Conference
by Elizabeth Malek-Zadeh
Industry conferences offer benefits not only those working in the tourism
industry,
but also offer an invaluable experience to anyone just beginning or
contemplating a career in this field.
As in most industries, conferences provide an opportunity for developing future
business relationships and gaining new insights on the industry. My
recent attendance at a conference by the National Tourism Association
(NTA), on November 6-11, 1998 in St. Louis, Missouri, provided me the
opportunity to make a few reflections on travel industry conferences.
Following is also a brief comparison with a the Expotour Conference held
in May 1998 in San Jose, Costa Rica.
The NTA is almost 50 years old and holds yearly conferences. For many
attendants the conference is a yearly reunion. Both old and new business
contacts are made. Negotiations are ongoing, during scheduled periods as
well as during breaks. Some companies make use of breaks to hold staff
meetings, recharge agendas, create focus and reflect on the upcoming
year.
At the November conference, over 500 booths were set up by individual
tour operators from all over the United States and Canada. Booths were
visited by Suppliers and Destination Management Operators (DMOs) on
separate days. Suppliers are those who provide the goods and services to
travelers. They supply the pieces which tour operators sell as part of
their packages. Suppliers present included hotels, car rental companies,
museums, parks, restaurants and other attractions. Destination
Management Operators are mainly government representatives in charge of
drawing tourists to their state, city or region. They negotiate or
discuss with tour operators the various possibilities and draws which
attract tourists to their destination.
In general, the tour operators were the main focus of attention. They
were the ones whom suppliers and DMOs were striving to influence in order
to be included in the tour operators itineraries and in their list of
products. To get an appointment with a tour operator, delegates requested
them in pre-conference literature. Tour Operators also made requests for
specific DMOs and Suppliers they were interested in meeting. At the
conference, they were given a schedule which included those who had
matching requests. Before official negotiation times begin, a half hour
was allowed for final requests to be made before the negotiation time
began. This was a frantic half hour as delegates maneuvered their way
around the 500 Tour Operator booths hoping to approach a favorite who
still had appointment times available.
Negotiation periods were also very hectic, and the seven minutes
allocated for each negotiation seemed hardly enough time. However most
attendants are practiced and demonstrate impressive efficiency in making
introductions, sharing updates, or making arrangements for future
contact.
At NTA, delegates are forbidden to pass out pamphlets or information-
only business cards. This makes for a lighter load as delegates make
their way to their appointments. One page profiles of companies are
submitted to NTA answering only basic company data and company
philosophy. This is made available to delegates at the conference and
provides delegates with individual company data. NTA prides itself on
their reputation as the most efficient and timely conference in the
travel industry.
The conference is also a time for member education. Various workshops are
available through out the conference. Company representatives have to
split up responsibilities to make it to different events. Topics focus on
business technology, management issues and travel trends.
Some travel trends and patterns were noticeable about group travel. A
huge chunk of tours are devoted to senior travelers. There also seemed
to be many new tour companies specializing in school-related travel.
These companies handled trips such as fieldtrips, club travel and music
groups. Groups gaining attention included baby-boomers and religious
groups. On a smaller scale, travelers looking for cultural and
educational travel were also gaining attention. In addition, one
workshop focused on developing stronger relationships with travel agents.
NTA focuses on North America as a destination and caters to companies
based mainly in North America. The number of attendants was around
3,500. Some larger conferences include Pow Wow, which showcases the US
as a destination to the rest of the world. It attracts over 5,500
delegates from 70 countries. La Cumbre targets the Latin American market
and features US destinations. It includes over 1,500 delegates from 25
countries. Within the travel industry there are various conferences
focusing on particular countries, regions, and types of travel markets
(e.g. adventure, business, scuba-diving).
NTA distributes data and research on travel industry trends to travel
professionals. The various resources they have sponsored and which they
make available are listed in their Resource Catalog. This catalog
includes a comprehensive Ecotourism Bibliography.
In comparison, Expotour Conference, in Costa Rica (mainly showcasing
Costa Rica) in May 1998 provides similar conference benefits to its
delegates. A style difference in the conferences is that at Expotour,
appointments are made, but appointments are only loosely followed.
People mostly stop when they see people they know. Elaborate booths
showcase suppliers (not tour operators) who showed incredible creativity
and effort. Loads of literature exchanges hands.
Though different in style and atmosphere, both conferences provided
useful and enjoyable opportunities for business-related interaction. For
anyone considering greater involvement in the travel industry, attendance
at this sort of conference is critical, especially when a company is
first beginning to enter the industry.
Funding for my attendance at the NTA conference came courtesy of the Bill
Carpenter Certificate School. I was one of 25 different scholarship
recipients, under the umbrella of the National Tourism Foundation, who
had the opportunity to attend this gathering.
Related Pages:
http://www.ntaonline.com
Elizabeth Malek-Zadeh curently works as a travel agent at TravelScope
International, Inc. in Austin, Texas where she is provides traditional
travel agent services as well as offering information regarding
ecotourism trips. Previously she worked at Halintours, Inc. assisting in
the development of travel progams in Central America. She is a graduate
of Pace Travel School, Yale School of Forestry and Environmental Studies
and Virginia Tech (Communication Studies). She previously wrote the article
on Planeta.com - Marketing Ecotourism to Travel Agents
(http://www2.planeta.com/mader/planeta/0298/0298tourism.html). You can reach
her at
betmalek@juno.com
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