MARK WALSH, group exhibitions director, Reed Travel Exhibitions, continues with his monthly column exclusive to TTN
Much has been said over the last couple of years about the impact the down turn has had on our industry but, as mentioned in my previous columns, 2010 is the year to focus on growth and recovery. The forecast for the travel and tourism trade is much more positive than in recent years and this optimism is beginning to filter through to the whole of our sector as we make conclusive strides towards a full recovery.
As an industry we have encountered many tough times in the last 10 years, 9/11, SARS and H1N1 epidemics alongside potential terrorism threats, have all affected the way we do business. It is testament to our sector that we continue to grow, adapt and survive regardless of what is thrown at us.
Arabian Travel Market is a perfect example of this; the inaugural show in 1994 had three hundred companies from 52 nations participate with 7,000 visitors. The 2010 edition is expecting more than 2,100 exhibitors from over 60 countries spread across six continents, showing incredible growth in just 17 years. Using Arabian Travel Market as a barometer for the industry’s health these statistics clearly demonstrate that the travel and tourism sector has continued to develop in the face of adversity.
The last decade has seen phenomenal growth of the digital world, in particular social networking. This is something that our sector should embrace. Two thirds of the global internet population visit social networks. If Facebook was a country it would be the eighth most populated in the world ahead of Japan, the globe is now at our fingertips.
The travel and tourism trade needs to make the most of this huge market as it will enable us to stay one step ahead. Social media allows you to interact directly with your target markets providing a floor to discuss, debate and discover. It allows you to tackle problems head on before they become a full blown crisis, it also allows you to discover new trends and gauge what customers really want. Knowledge is our friend, the more information we equip ourselves with, the better prepared we will be when hard times strike again, which they will, of that there is no doubt.
The Middle East is constantly developing and, as new trends begin to emerge, now is the time to embrace these and diversify the region’s offerings. Sports tourism, eco tourism and value travel are all good examples of this.
The Middle East should also continue to play to its strengths; luxury and religious tourism are well established in the region and continue to grow rapidly. Destinations like Jordan, Egypt and Dubai, Abu Dhabi, Kuwait, Qatar, Saudi Arabia, Bahrain, Lebanon and Oman are all investing heavily in their tourism infrastructure. It is imperative they now capitalise on those investments.
Going forward we must listen to what our consumers require and then adapt and evolve to suit those needs. We should also continue to invest in our industry not just with money but with hard work. By coming together at key top-tier business forums like Arabian Travel Market it gives our trade a chance to expand our existing knowledge and build crucial relationships. This, more than anything, is what will allow us to build a successful future.