I recently returned from ITB Berlin, the world’s largest travel and tourism exhibition. With each major trade show that I attend, it never ceases to amaze me just how drastically the nature of trade shows has shifted since the early days of my career in tourism.

They’re bigger, there’s more meat to them and they’ve been transformed by technology, but they’re also more saturated and fraught with ever more and ever increasing competition. Trade shows are no longer just a business-to-business platform. It’s no longer about paying for exhibition space and smiling through the four-day period waiting for foot traffic to your stand.

In marketing it is all about standing out and being a challenger brand – trade shows should be approached in the same way.

Tourism is a ‘people industry’ and the sector is all about ‘connecting’, building and maintaining a strong network within the industry. I have been asked about the relevance of trade shows many times and the debate continues, but I believe trade shows will always have a key role in the sales cycle as a lead-generating tool and relationship-building platform. The key is in how you approach trade shows, being focused and knowing exactly what you want out of them.

We look at the market we will be approaching for clients and strategically pick out messages we would like to share with trade and media whilst there. We proactively set up meetings with media and trade ahead of departure and at the event we network – expand and build upon our networks and relationships with trade, media (including mainstream media based in the cities the trade show is hosted in), bloggers and the industry at large. Our work does not stop when the exhibition hall closes for the day – we do our best work with media and trade outside of the trade show over dinners, coffees and wine. Our aim is always to host at least one experiential event for clients away from the trade show where real conversations and deeper interaction with the brand and its people can take place.

Another great reason to attend trade shows is as a learning hub – not only during conversations and networking but also through the conferences and sharing sessions that are offered during the trade show. These are great opportunities to learn, to share knowledge and pick up on the latest trends that impact the travel and tourism industry globally. We then translate trends and what we have learned into practical learnings shared on our platforms within the context of our environment and our clients.

Some of the trends to come out of ITB Berlin this year are of particular importance to South Africa:

• The good news is that 2015 should be another great year in travel with a 4% global increase in international trips.
• Urban tourism is still on the rise. Although beach and relaxation holidays grew by 18% over the last five years and is still the largest market share category, travel to cities was the fastest-growing market segment with a 72% increase over the past five years.
• Online bookings now make up the larger share of travel bookings; 66% of travel bookings take place via the Internet. Only 26% of travel bookings are now made through travel agents.
• Online bookings continued to increase in 2014 with the use of smartphones.
• In addition, blogs and social media channels are being used more intensively by travellers across the globe to plan trips; 92% of social media users were influenced by travel blogs and user ratings in 2014, with up to 72% willing to change their destination choice based on the opinion of friends and trusted networks.
• Millennials continue to drive growth in travel and are rigorous users of technology and social media.
• Technology-based ‘sharing economy’ businesses are posing challenges for traditional travel suppliers, and start-ups of all kinds are being launched to fill in the gaps, from cleaning to key handover services.
• Traditional travel companies must review century-old rules and respond quickly with more innovative products and services.

Trade shows bring together industry, top trade, media and thought leaders from around the globe to do business, network and share learnings. Being well prepared, connected, and focused on what you want to achieve – as well as using trade shows as platforms to create opportunities to stand out and be noticed – keep them relevant for us.

Trade shows are expensive but industry role players can link up to create marketing partnerships, identify good international or national PR and marketing representatives to work with or join a destination stand to share costs with other exhibitors. The bottom line is that we must create our own opportunities and be really well prepared.