Arabian Travel Market (ATM) is all about connecting and connections. To bring the different verticals together under one roof for what is the largest annual regional showcase of its kind is a huge challenge.
My role as sales manager is to connect with our exhibitors. This is my eighth ATM event and, from my behind-the-scenes perspective, it’s rather like opening the box of a giant jigsaw.Working on the show is pretty much a 365-day affair. Throughout the pre-event run-up campaign we conduct regular internal brainstorming sessions between the sales, marketing and operations teams to discuss where we can add new value to the show, what emerging travel trends need to be showcased, what new verticals we can introduce and any initiatives that we think will maintain our position as the must-attend calendar date for the industry.Under my remit are the cruise, medical, Middle East, hotels and Turkey categories, for both ATM and World Travel Market (WTM) and one of the biggest challenges – and where our exhibitors are very specific in their requirements – is managing the floor space each year.Getting to work on both shows under the WTM brand gives me the opportunity to expand my knowledge and experience of different markets and audiences, and working across the portfolio also means that I manage the same clients for all events. This is great for continuity of service and allows the sales team as a whole to develop mutually beneficial and long-lasting relationships with our clients by understanding their business objectives in each market and for each event.Since I joined the team in 2009, the show has grown year-on-year in terms of square meterage, and it’s a real team effort – and great fun – to work on piecing together the show floor puzzle to ensure that each region complements the next, and that the different verticals are aligned to facilitate traffic flow and deliver a productive business environment.The secret to getting the floor plan right is to have an understanding of each exhibitor’s requirements and managing their expectations before the next show kicks off. For a large majority of participants, location is vital to theirattendance.Our UAE exhibitor workshop programme is another area that I am directly involved in and one that also brings me closer to my clients. We have added two new locations to the roadshow this year – Ajman and Ras Al Khaimah – so we are spreading the ATM message far and wide across the Emirates and helping exhibitors to maximise their participation, and therefore their ROI.I am also responsible for show sponsorship and this, again, is a year-round commitment because with a fluid show calendar, new opportunities pop up throughout the year as we refine our schedule of activities. This year, we have introduced the Travel Agent Academy, which will take place on April 28 and which is a free, first-come first-served half-day networking and training event targeting travel agents. This is one example of how sponsorship can support an exhibitor’s brand presence.While it’s both overwhelming and extremely satisfying to see ATM ‘go live’ for four days each year, it’s the behind-the-scenes activity that makes it such an amazing show to be involved in. • Wellah Ellis is the sales manager at ATM.
By Wellah Ellis