ARABIAN Travel Market (ATM) has revealed that 70 per cent of exhibition space for its 2011 event has already been sold after unveiling a new format to its four-day event. An additional day of business focus has been introduced while still maintaining a dedicated session for consumers.
So far confirmed exhibition space totaling around 15,000 sq m has been secured, which is a five per cent increase over the same marketing period last year. Indeed, despite a fragile global economic recovery, retention rates for ATM have been particularly impressive with a 63.6 per cent average over the last three years, which rises to 72.6 per cent for companies which have participated for two consecutive years or more.
“To sell 70 per cent of our exhibition space at this stage of the marketing cycle with such consistent retention is a testimony to the strength of our brand,” said Mark Walsh, group exhibition director, Reed Travel Exhibitions. “It also highlights the fact that we deliver our promise, our extended business sessions are a good example of that.”
Held under the patronage of HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, the show, which is approaching its 18th year, takes place at the Dubai International Convention and Exhibition Centre.
In 2011 the event will open a day earlier running from Monday to Thursday (May 2 to 5), with new opening times creating an extra day of business on Thursday followed by a dedicated consumer session later the same day between 3pm and 9pm.
ATM has grown to become the largest showcase of its kind in the region and one of the biggest in the world. The 2010 show attracted 2,236 exhibitors covering more than 20,000 sq m and attracting 22,000-plus visitors.
Underscoring the strength of the brand throughout the region, Rotana Hotels Management Corporation, one of the leading hotel management companies in the Middle East and North Africa, has agreed to sponsor the pre-event registration process and the onsite registration area at the show.
“Rotana is a well respected, dynamic hospitality brand with ambitious expansion plans, having already grown from from two properties in 1993 to 42 today, exemplifying the extraordinary growth throughout the region over the past 15 years,” said Walsh.
The agreement is an exclusive sponsorship opportunity with high brand visibility on all registration collateral material as well as high-impact onsite exposure including registration staff in Rotana-branded uniforms.
Omer Kaddouri, COO of Rotana, said: “Our overall objective at the show is to strengthen our regional presence and to support our expansion plans for 70 properties by 2014. Sponsoring the pre-show and onsite registration at a premier event such as Arabian Travel Market will assist us greatly in promoting our brand and showcasing the products within the Rotana portfolio.”
“In addition, all participants who pre-register for Arabian Travel Market 2011 will be eligible for a 10 per cent discount on their airfare from Emirates,” said Walsh.