Last week saw the first-ever virtual World Travel Market (WTM), London. This year’s event was a far cry from previous years, instead of running the length of Excel about 100 times, we were planted firmly in front of our screens! The event was not without its tech challenges, platform crashes, difficult connections, and underperforming search engine but we did not let this deter us and overall we got excellent results for our clients. We worked on three different, last-minute, WTM projects to help our clients; Greater Miami CVB, Majorca Tourism Foundation, and ANTOR holding over 100 meetings. At the time of writing, we could not find any visitor stats but there is an interesting infographic on consumer behavior by WTM
Greater Miami CVB needed to re-engage with the travel trade
We recommended that Miami use WTM 2020 to relaunch the destination to the travel trade for 2021, directly with the tour. operators, travel agents, and the MICE market. We set-up and held 26 meetings on behalf of the GMCVB throughout the event and delivered presentations to UK prospective buyers. 10% were held in our own virtual office, which we used, when necessary, as a backup. We showcased the #MiamiShines campaign and the support the GMCVB can provide over the coming months. The agents eagerly shared their past, current, and future business stats for Greater Miami and the latest trends they have observed. We have put Miami "top of mind" at a vital time for the tourism industry when there was a spike of consumer interest in travelling due to recent vaccine developments.
Majorca Tourism Foundation wanted media coverage while participating in WTM
Majorca Tourism Foundation met up with 30 different publications, including trade media, consumer media, bloggers, and freelancers. The foundation shared their Covid-safe and sustainable tourism plans and also announced its new app, “Safe Beaches”, which will be launched for the 2021 season. The app will enable the crowds on the beaches of the island to be monitored. The information generated about the use of these public spaces will be available to both residents and visitors.
Initial results produced coverage in most trade publications, including Travel Bulletin. TTG and Incentivetravel.com with more interviews and coverage in the pipeline.
ANTOR was looking to increase its membership
Not only were many ANTOR members exhibiting at the event, but the association was also there to talk to 30 destinations about joining the organisation. As their secretariat, we were able to discuss what ANTOR membership can do for national. regional and city tourist boards and representatives, through sharing good practices, events, and market Intel.
ANTOR is a long-standing WTM partner, and we therefore suggested and ran a webinar on the pivoting role of the tourism promotion organisation. Speakers on the panel included Tracey Poggio, Chairman, Dennis Englund, Market Director UK & US, VisitDenmark, Gabriel Dorch, Head of Travel Trade, Visit Sweden, and Patricia Maher, CEO, Grenada Tourism Authority.
ANTOR greatly increased awareness of its purpose and potentially has 15 new members for 2021.
How did you find the virtual format of WTM this year? How did you help to shift tourism for tomorrow's adventures at WTM? Let us know! We would love to hear from you.
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