TOURIST

TRADE
FAIRS
First Foreign Language: English II
1 Tourism
Group 2

LVAREZ NONDEDEU, CRISTINA (4)

BIENVENIDO ZAMBRANA, ISABEL (9)
RODRGUEZ POZUELO, SANDRA (49)
1

INDEX
1.

INTRODUCTION ................................................................................................. 3

2.

HISTORY OF TOURIST TRADE FAIRS. ............................................................ 4

3.

MOST IMPORTANT TOURISM TRADE FAIRS. ............................................... 5

4.

OBJECTIVES AND RESULTS OF TOURISM TRADE FAIRS ......................... 11

5.

TYPES OF VISITORS ........................................................................................ 12

6.

CONCLUSION ................................................................................................... 13

7.

QUESTIONS ....................................................................................................... 14

8.

ANNEX ............................................................................................................... 14

9.

WEBLIOGRAPHY ............................................................................................. 16

10.

BIBLIOGRAPHY ............................................................................................ 16

1. INTRODUCTION
A trade fair, according to the definition from the business dictionary web page is, A
massive, stage set and usually regular trade event at which a large number of
manufacturers from a particular industry present their products and show their capabilities
to distributors wholesalers, retailers, and end-users.. So a trade fair is an exhibition
organized so that companies in a specific industry can showcase and demonstrate their
latest products and services, meet with industry partners and customers, study activities
of rivals, and examine recent market trends and opportunities. In contrast, to consumer
fairs, only some trade fairs are open to the public. So according with that definition, what
would be the objective of that essay?
Some trade fairs attract participant, visitors from all over the world and provide
widespread interactions and exposures. Trade fairs are popular means of sales promotion
`because their average cost of making a face to face contact is about 44 per cent of a
personal sales visit.
In the Tourism case, a trade fair aim is to make tourism more sustainable by ensuring
that the people who contribute their land, resources, labour and knowledge to tourism are
the ones who reap the benefits.
There exist six principles of fair trade tourism that are:
1. FAIR SHARE: All participants involved in a tourism activity should get their fair
share of income, indirect proportion to their contribution to the activity.
2. FAIR SAY: All participants involved in a tourism activity should have the right
and opportunity to participate in decisions that concern them.
3. RESPECT: Both host and visitors should have respect for human rights, culture
and environment. This includes:
- Safe working conditions
- Protection of young workers
- Promoting gender equality
- Understanding and tolerance of sociocultural norms
- Conservation of biodiversity and natural resources
4. RELIABILITY: the services delivered to tourists should be reliable and
consistent. Basic safety and security for both host and visitors should be ensured.
5. TRANSPARENCY: tourism businesses should establish a mechanises of
accountability this include that.
- Ownership of tourism businesses must be clearly defined.
- Employees and other participants should be able to access information that
concerns them.
- Sharing of profits, benefits and losses must be transparent.
6. SUSTAINABILITY: the tourism businesses should strive to be sustainable. This
include:
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Increased knowledge through capacity building.

Improve use of available resources through networking and partnerships.
Economic viability through responsible use of resources.
Reduction of leakage through local purchasing and employment.
Support to historically disadvantages entrepreneurs.

After that, we can say that the main objective of our essay is to make aware our
audience about the importance of tourism trade fairs, not only for the tourism
industry as everyone thinks, but also for the economy of the countries that take
part in the fairs and for the individuals that assist.
In addition, another objective of this essay is to show the main tourism trade fairs
that take place in the 10 most visited country in the world. Moreover, we want to
highlight that there doesnt exist only the main ones of each only, also a lot more
around the world.
Finally, the last but not the less important objective is to improve our knowledge
about the topic.

2. HISTORY OF TOURIST TRADE FAIRS.

Trade fairs started in the late medieval Europe, in the era of merchant capitalism. In
this era, craft producers visited towns for trading fairs, to sell and show case. From the
late 18th century Industrial Exhibition in Europe and North America became more
common reflecting the technological dynamism of the industrial revolution.
In the 19th century the concept of annual industry-wide trade shows gamed traction,
spreading from European manufacturing centres to north America by the 20th century,
specialize companies came into existence simply to manage the trade- show industry, and
permanent trade show grows on convention centres were establish as venues that featured
a rotating calendar of trade shows.
Nowadays trade fairs are sometimes involved in marketing investment by
participating companies. Exhibitors attending the event are required to use an exhibitor
manual or online exhibitor manual to order their required services and complete any
necessary paperwork such as health and safety declarations. A large number of trade fairs
are happening online, and these events are called virtual tradeshows, because there are
low-cost and you dont need to travel whether you are attending or exhibiting.

With the boom of tourism industry in the 21 st century and the concept of trade fairs,
the concept of tourism trade fairs were created. The first travel trade fairs known as The
International Tourism Borse (ITB) was held in the year 1967 in Berlin. Since then, there
have been a number of other countries which organise travel trade fairs regularly. The
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enthusiastic participation in this travel trade fair is a result of the ever-expanding travel
trade industry. A large number of exhibitors participate in these fairs representing all
segments of travel industry and include travel agents, tour operators, hoteliers, airlines
companies, shipping companies, national tourist organisation, etc. In addition, travel trade
media is also present.

3. MOST IMPORTANT TOURISM TRADE FAIRS.

Now, we are going to mention and describe the five most relevant tourism trade
fairs the world in relation with the most visited countries. According to Spain we will
describe everyone that is celebrated.

So, the 10 most visited countries in the world are;

France: its commonly known as the city of light. Its main tourist attractions are
the Eiffel tower and the Louvre museum. This country has over 30 tourism fairs
but we will only mention 3 of them, the ones which are more famous and we have
seen more interesting, they are:
Cannes international Luxury travel market (ILTM): It presents the worlds
most desirable destinations, luxurious accommodations, convenient
transport facilities and unique travel experiences. The exhibiting
companies are hand-picked and must possess a good reputation as the fair
to demanding international tourist directed. Through this measures the
visitor an exclusive look at the latest trends and offerings. The fair
organizer is Reed Midem.
Map Pro-Le Monde a Paris: It welcomes major producers, services
providers and distributors in tourism, travel and trade fields. It provides to
exhibit a diverse variety of products and services to transport, tourist office
and information offices, builders, tour operators and travel agencies
International French travel market-Top resa (IFTM): Is one of the leading
travel and tourism trade shows in France and held annually at Paris expo
Porte de Versailles. It is the key trade event of the brand and includes all
the players in the travel sector From tour operators and travel agencies
to coach operators, airlines, etc. At IFTM visitors can get comprehensive
information, compare offers and know the latest development and trends.

United States: Is a large industry that serves millions of international and

domestic tourist yearly. Tourists visit the US to see natural wonders, cities,
historic landmarks and entertainment venues. The tourism grew rapidly in the way
of urban tourism during the 19th and early 20th centuries. The main tourist
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attractions are New York, Chicago, Boston, Philadelphia, Washington Dc and San
Francisco. The main tourism fairs are:
Hawaii lodging, hospitality & food service expo: it takes place in
Honolulu, USA. It was launched in 1995 as the Hawaii Hotel & Restaurant
expo. It is now the largest trade exposition in the State and the only event
providing access for industry buyers to a full range of products and
services for the states most important economic sectors. Although,
Industry seminars are offered, the objective of the expo is to bring industry
professionals together with suppliers to create an effective marketplace.
Travel and adventure show: Is the number one series of travel shows in
the US. After 12 years and 61 shows, the fair has established itself as the
premier consumer marketing platform in the travel industry. Since 2004 it
has held over 1.1 million travellers finding, planning and booking their
dream vacation. The aim is to connect quality travellers with the top travel
providers in the world.
IMEX America Las Vegas: We can distinguish the main suppliers of the
meeting industry in all the USA and the world. The different showcases
are divided into national and regional tourism offices, hotels, conferences,
cruises lines, airlines, health resorts, specialists in events and a lot more.

Spain: is a country of large geographical and cultural diversity, often a surprise

for tourists who are expecting to find a country mostly known for beach tourism.
Travel to Spain and you will find everything, from lush meadows, green valleys,
hills and snowy mountains in the Northern regions to almost desert zones in the
South. Its beaches are also famous and worth visiting, small and charming creeks
in the North and wide white sand beaches on the south and Western parts of the
country, without forgetting the exotic black sand beaches of the volcanic Canary
Islands. We are going to mention the whole list of tourist trade fairs in Spain, but
we will only explain the 3 most important:
ICCA sector venue European client/supplier business workshop (San
Sebastian)
World financial symposium (Barcelona)
5th International congress on tourist for all (Madrid)
TERMATALIA (Galicia)
International Golf Travel Market (Tenerife)
IBTM world (Barcelona)
International cruise summit (Madrid)
INTOUR (Valladolid)
HOREQ (Madrid)
CARAVANING (Alicante)
International Wine Tourist Conference (IWINETC) (Barcelona)
B travel, custom, experiences for unique travellers (Barcelona)
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EUROAL (Andaluca)
Sustainable Tourism (Valencia)
Seatrade cruise med (Tenerife)
Caravaning salon international (Barcelona)
ELCO (Barcelona)
FITUR (Madrid): is considered the second most important tourist trade
fair in the world. It has several pavilions dedicated each one to different
countries which shows their main attractions for the international tourism.
Usually there are eight pavilions, four dedicated to the autonomous
communities of Spain, three to different countries of the world and one to
the enterprises.
HOST NAVARTUR (Navarra): its main objective is to be an effective
tool and spread new ideas. It has become the most important event in the
south of Europe dedicated to the rural tourism. Its programme is based on
innovation, to reinvent the business of rural tourism, also a new form of
promotion to attract more tourists, etc. Some of the participants are
enotourism and agrotourism.
International Congress about Asiatic tourism (Barcelona): its structure in
five round tables, two plenary sessions and a welcome conference, will
analyse the current situation and future prospects of the Asiatic markets as
sources of tourists, and how to use new information and communications
technology to attract Asian tourism. Some of the participants are tourists
of Barcelona, tourespaa, enterprise of hostel sector, tour operators and
airlines.
China: in the last years this country has dedicated to potentiate its tourist
attractiveness. For this reason, there are several travel agencies which make
special itineraries to appreciate the natural beauty as the historical, cultural and
popular.
Luxury China (Beijing): is the most influential platform for experiencing
the top lifestyle in Asia and to meet demands of all high-end life and has
become one-stop top life experiencing palace for the elite, so its regarded
as number one to promote and publish China. Last version attracted over
300 international high-end brands from over 20 countries and regions.
Asia pool and spa expo (Cantn): is an international exhibition for pool,
spa and bath technology and one of the largest events of this type in China.
Visitors can search for the newest equipment, get valuable tips of
operation, administration and training, attend to free workshop and
network with thousands of industry peers. The main products groups are:
saunas, swimming pool equipments, wellness showers, etc.
World travel fair (Shangai): World Travel Fair is a 3 day event that
showcases products like lucrative platform for the travel and tourism
sector of China as well for the other neighbouring countries. This show is
the perfect platform where the exhibitors can display their new and
attractive packages which are affordable and fit easily into the budget of
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the buyers. The experts will be present who will discuss about the various
business strategies which are meant to be the perfect learning experience
for the traders. This show focuses on all types of holiday moods like
honeymoon vacation, family vacation and business vacation. All other
required needful facilities are also discussed under the same roof etc. in
the Travel & Tourism industry.
Italy: from the romantic canals of Venice to the history-rich piazzas of Rome and
pebbled beaches in the Amalfi Coast, Italys attractions are so many youll be
spoiled for choice. The country provides a diverse travel experience no wonder
its a dream destination for many people.
Childrens tour (Modena): Its dedicated to the tourist sector specialized in
children and families. The exhibition promises to be varied and qualified
with the presence of tour operators who have made the entertainment of
children and families their profession. Experts count with a calendar of
professional events such as workshops and business meetings with buyers
specialized in business that offers new opportunities, seminars and
conferences.
SIPAC (Padua): Is the first international trade fair dedicated to equipment
and services for open-air accommodations and facilities such as campsites,
holidays villages, holiday residences and playgrounds. It is a reference
point to sign agreements, but also to update the latest news about the
sector. The participants that assist are professional from all around the
countries such as Austria, Slovenia, Croatia and Switzerland.
MOVE! (Vicenza): Its a European event aiming to support sustainable
and universally accessible tourism. It provides national and international
tourism sector players an occasion to get up to speed and meet with others.
Here its possible to explore new ideas and practical solutions for
providing structured tourism experiences, available to anyone who loves
to travel, without discrimination.
Turkey: Is the largest urban area in Europe. Over 10 million tourists visited this
crossroad of the world; the rest of the country drew in at least another 30 million
thanks to its myriad of World Heritage Sites such as Cappadocia and Troy and its
two of the seven Wonders of the ancient world. In this country there are several
tourism trade fairs, but the most highlighted are:
Busworld Turkey (Istanbul): Is the most prestigious bus industry Trade
Fair, organised for the first time in 1971. Its a unique opportunity to meet
other people in the same field. It will bring the international bus and coach
industry and sub-industry sectors. This will be a great opportunity to
generate new business and build up existing relationships particularly for
Turkey and its neighbouring countries.
Travel Turkey Izmir Tourism fair & Conference (Izmir): Is one of the
leading tourism shows for the tourism market in Turkey, is the ideal
platform for the development of already existing business relations and
establishment of new connections and partnerships. Some of the exhibiting
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countries last years are Argentina, Australia, Poland, Portugal, South

Korea and lots more.
International Gastronomy Tourism Congress (Izmir): It forms part of the
Travel turkey tourism fair. Considering its deep-rooted gastronomic
diversity, accompanied by a vast entertainment culture, Izmir is without
doubt a perfect platform to discuss to discuss the utilization of Gastronomy
tourism in regional marketing. Gastronomy is one of the ways a society
best expresses itself and its lifestyle. As the study of the relationship
between food and culture, gastronomy is the main incentive of travel in
todays world following sightseen.
Germany: is the second most-popular destination for migrants after the United
states, Germany is also the most popular country in Europe. Germany has a
compelling history spanning thousands of years. A birthplace of the protestant
reformation, Germany boasts beautiful churches such as the ones in Cologne and
Berlin and is a world leader for industry, technology and counter-culture.
ITB (Berlin): Its an eminence, as an international meeting point in the
tourism sector. Due that more than the 3 quarter parts of expositors and a
30% of the visitants proceed from international countries. Thats why its
the central point of communication and marketing. It is also the biggest
services fair of the travel sector. They offer the possibility to trade with
professionals and individuals. Its divided not only geographically, also
with the different segments of the market such as the Business Travel,
Travel Technology, etc.
Urlaub Freizeit Reisen (Friedrichshafen): There are 130 exhibitors
gathered in this fair and they will talk about tourist offices of cities and
regions, travel agencies and tour operator, cruise lines, airlines, spas,
sports and wellness hotels and adventures facilities, dream trips and other
various other similar fields.
IMEX (Frankfurt): Is the most important trade exhibition in Germany for
meetings, conventions, events and incentive travel. It attracts all types of
service providers who have something who have something to offer for
events such as hotels, incentives and events agencies, convention centres,
meeting and conference planners, event companies and many more.
Among visitors are primarily event planners from agencies, various
companies and associations as well as business travel managers and
marketing managers that are responsible for the planning events.
United Kingdom: is the worlds 8th biggest tourist destination. Its capital is
London which is the countrys principal tourist destination with the Tower of
London being the most visited attraction. The UK consists of four countries:
England, Scotland, Wales, and Northern Ireland. Now we are going to explain
some of the most important tourism trade fairs that take place in this country:
The British tourism & travel show (Birmingham): this fair established
itself as the ultimate business event in the UK for the domestic tourism
industry. The British tourism & travel show is like no other event as it
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plays host to so many destinations, venues and attractions dedicated

exclusively to the UK and Irish markets.

World travel market (WTM) (London): is a UK event for the global travel
industry, launched at Londons Olympia in 1980. Almost 46,000 senior
travel industry professionals, government ministers and representatives of
the international media, converge on ExCeL London each year to attend
WTM. This show is administered by event organisers such as Reed
Exhibitions.

Luxury travel fair (London): in this fair you can find the definitive handpicked
collection of the finest and most unique holiday and high-end
travel experiences from all corners of the globe, enabling you to engage
with the experts and discover the latest travel trends from our leading
brands.

Russian Federation: is by-far the largest country on Earth. Its history has been
complicated, first established by the East Slavs, conquered by the Mongols, and
reunified by the Grand Duchy of Moscow. The third-largest empire in history,
Russia has long-been a cultural and economic megalith, especially during the 20th
century. In consequence, nowadays is the ninth most visited country in the world.
In tour market (ITM) (Moscow): is the main tourism event officially
supported by the Russian Federal Agency for tourism and other federal
and professional organizations contributing to the travel industry
development in Russia. Its organized by expotour and destined to meet
interests of all travel market participants.
MITT (Moscow): Is Russias largest and longest running travel exhibition.
With over 1,800 participating companies and more than 192 destinations,
it is the key meeting place for the industry and an opportunity to catch up
with colleagues and clients.
Leisure without borders (St. Petersburg): is a three-day event that shows
up at the Yubileyny Sports Palace. This event showcases products like
health tourism sightseeing programmes, suburban leisure, and tourism for
youth and children etc.
Mexico: conquered by the Spanish in 1521, Mexico is the most popular Spanishspeaking country in the world. The combination of colonial history and multiple
former civilizations gives Mexican culture a great vivacity and has endowed the
country with numerous important cultural sites which nearly 30 million tourists
flock to each year, making it the tenth most visited country in the world.

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 Exphotel (Cancun): is dedicated to the hotel and hospitality industry and

with an immense presentation of hotel services, hospitality services, food
and catering services, hospitality solutions and technologies and other
such products and services. It is an international event of the hospitality
industry that showcases latest products and services and focuses on
updating information and knowledge about the industry. The exhibitors
are extremely benefitted by this event as they get to increase the sales
volume and connect with large number of people.
Tianguis Turstico Mxico (Guadalajara): this fair is designed to increase
awareness and improve the image of Mexico as a tourist destination and
discover the different kinds of leisure and vacation apart from the sun &
beach experience. This tourist fair unites tour operators, travel agencies,
hotel chains, restaurants and Mexican tourist institutions, giving these
venues the best opportunity to show off their unique tourist offers, and for
all to get to know the rich culture and beauty of Mexico.
Fita (Mexico City): this fair appears with the firm intention of positioning
Mexico as an international tourist destination and showcases the
worldwide tourism possibilities to the Mexican residents. To achieve this,
Fita counts with the support of travel agencies, tour-operators, tourism
institutions, hotels and leisure centres of the five continents and the leisure
and entertainment proposals that are offered to professionals and the
general public.

4. OBJECTIVES AND RESULTS OF TOURISM TRADE

FAIRS
The main objective of fair from the tourism industry from the very begging was
twofold; As Public Fairs the purpose is to enable travel agents and tourist operators,
hoteliers, carriers and National Tourist Offices to establish contact with their markets,
especially with the travelling public, and thus to promote their programmes and
services.
As Trade fairs I the more specific sense, their aim is to create opportunities for
contact and business discussion, contract negotiations and exchange information
within the industry itself.
In relation with the first of these two objectives, tourist fairs are often combined
with exhibitions organised by manufacturers of sports equipment both, water and
snow, camping and caravan or by leisure industries. Since the emphasis is on the
consumer, the fair gives greater importance on their equipment. In many off these
exhibitions, there is a direct sale. On the other side, the trade fairs are mostly for
professionals and the emphasis is purely transacting business. During the trade fairs,
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conventions and annual assemblies of trade associations are sometimes held in

conjunction with the fair. In major travel generating as well as receiving countries,
the organisation of travel trade fairs has become a regular annual event.
Over the years there has been a steady growth in the number as well as
participation in the travel trade fairs. Not only this, the organisers have been
increasing the number of participants. New exhibition complexes are being
constructed to give the travel trade fairs a modern look. The reasons for the spurt are
the travel trade fairs can be attributed to the involvement of tourism organisations in
the marketing of tourism, particularly international tourism. It has been increasingly
felt in the travel trade circles, especially those responsible for marketing, that the
medium of travel trade fairs is a cost-effective way of communicating. Exhibitions by
their very nature enjoy economies and advantages of lower cost because of the scale.
Participation in travel trade fairs has several inherent advantages which are
responsible for the growth in their numbers over the years and also over the
participation. Some of these advantages of participating in the travel trade fairs are:

Opportunity to both, buyers and sellers of tourism services to meet under one roof
and transact business.
Lower cost of participation because of the advantage of scale.
Effective vehicle of communication with clients.
Better quality of attendance.
Single platform to introduce the product.
Easy access to travel trade media.
Cultivating new information about the travel product.
Acquiring new information about the travel product.
Opportunity for effective public relations.

5. TYPES OF VISITORS
Every trade show attracts an assortment of different types of attendees. We are going
to named five types of them:

EDUCATION SEEKER: they just want to browse, look and learn. Theyre in
tell me about your company mode, not in buying mode.
REINFORCEMENT SEEKER: these are typically existing customers who want
reassurance that theyve made the right decision to buy your product. These
visitors want to find out if anything is changing.
SOLUTION SEEKER: these visitors are in buying mode. Theyre looking for
solutions to specific problems and theyre willing to spend the time to get

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specific answers to questions. They are typically the five to fifteen percent of the
audience.
BUYING TEAMS: 50 to 60 percent of both visitors have other people involved
in their decision-making process. And 80 percent of these teams will select their
vendor while at the show.
POWER BUYERS: they are typically upper management or key buyers with
major authority. Many times they dont wear badges because they dont want to
attract unnecessary attention.

6. CONCLUSION
This essay about the most important Tourism Trade Fairs, not only has allowed us to
obtain information about a topic that we didn't know anything at all about it but also has
improve our knowledge in many ways like searching for quality information or
summarizing a lot of information in order to make an organized and clear essay. In
consequence, we have learnt that it is an interesting and relevant topic for our future both
academic and labour future.

We've focused our essay specially on describing the most important tourism trade
fairs that take place in the most visited countries and now we are conscious about how
many of this kind of events take place in every country and how they contribute to the
growth of the tourism industry. We have realized that there are too many ways of
persuading the tourists like for example organizing this kind of events in which sometimes
there are some competitions where people can participate and try to win a prize that
usually is a trip with all expenses paid. These events also include the participation of lots
of enterprises that are famous and they can promote their own offers but also give prestige
to the trade fairs just because they count with them.

In conclusion, we can say that the tourism trade fairs are a big source of income for
many countries, for example Spain, which is a country which economic development
increases thanks to the tourism industry, like other ones, but also that these events are one
of the best ways of promoting the importance of traveling, knowing new cultures and
experiencing the journey as much as possible.

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7. QUESTIONS

What was the first tourism trade fair?

Which are the most important tourist trade fairs of Spain?
Named the different kind of visitors of the fairs.
What country is the most visited?
Where did the first tourism trade fair took place?

8. ANNEX

Fair trade growth in sales

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Graphic visitors FITUR

FITUR's poster

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9. WEBLIOGRAPHY

www.douglastradeshow.com
www.world-tourism-exhibition.com
www.tradefairsdates.com
www.tofairs.com
www.travelshows.com
http://www.portalferias.com/ferias-turismo-estados-unidos---usa/s7;p19/
http://www.tourspain.org/
www.turieco.com
www.nferias.com
http://www.wildjunket.com/2015/11/03/most-visited-countries-2015/
www.fiere.traveleurope.it/feria/sipac.html
www.accesibletourism.org
www.tofairs.com

10.

BIBLIOGRAPHY

The Business of Tourism: concepts and Strategies (A. K. Bhatia)

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