Media Information
August 27, 2021

What you need to know to prepare for your most successful fair yet

WTM 2021 Update:

What you need to know to prepare for your most successful fair yet

One of the world’s biggest travel fairs returns to London this November, and after much uncertainty in the travel industry over the last two years, a more optimistic outlook means that this year’s World Travel Market is going to be more important than ever to help kickstart your organisation’s recovery for 2022. 

With billions of dollars generated by the WTM over the years, and thousands of the world’s leading media in attendance, here are the key things you need to know about this year’s WTM that will help you make the most of the event:

1. When is the Event?

This year’s event is a hybrid event, meaning some aspects will be physical and some virtual. The in-person fair will be taking place from the 1st-3rd of November at the Excel London from 10am-6pm (and 10am-5pm on the final day). The virtual event will follow from the 8th-9th November from 7am-10pm both days.

Timeline Tips:

• Create a thorough timeline, click here to see what this could look like

September and October Tips 

Create trade media releases detailing your WTM activity and distribute in mid-September (including WTM press office)

• Source stakeholder information and content from partners involved 

• Ensure all content is prepared and distributed to media

2. What are the Benefits of Exhibiting at the WTM?

On an average year, the WTM generates over £3.5 billion of potential business and attracts more than 3,000 leading media representatives. From generating new packages to presenting your core marketing themes and story ideas to create coverage opportunities and press trips for 2021 / 2022, the WTM is the ideal launch pad for your tourism organisation’s recovery.

The event features conferences and seminars, pre-booked meetings, speed networking, thousands of exhibitors and events spread throughout London where you can showcase your brand and share knowledge and inspiration with fellow industry professionals.

This year, the WTM’s key pillars are:

• Supporting and engaging companies to embrace responsible tourism

• Reconnecting and rebuilding travel leaders / companies

• Innovating travel companies with new technologies

• Helping develop next generation of industry leaders

Key Pillar Strategy Tips:

• Form collaborations and marketing partnerships with ethically minded organisations, click here to see an example

• Develop incentives for tour operators and publicise opportunities  

3. How Will this Year’s Event Work?

This year will be a hybrid event to manage the risk of spreading Covid-19, whilst also bringing back a physical event and face-to-face networking that wasn’t possible last year. This year all meetings will be pre-arranged via the Connect Me platform, so it’s important you understand the platform and get your meetings booked in early to maximise your time at the event. This will be for both the physical and virtual elements of the fair. 

There will be two stages at the WTM for talks and presentations; the WTM Global Stage and Travel Forward Theatre. At these stages you will hear from leading tourism organisations and professionals providing insights on issues ranging from the importance of responsible tourism to the keys to post-pandemic tourism recovery. 

Finally, there are a string of innovative events held throughout London for London Travel Week taking place at the start of November connected to the WTM. Visitors from 182 countries and regions will come together for conferences, festival events, knowledge events and bespoke sponsorship events to further network and share ideas with other attendees of the WTM. 

Tips to a Successful Hybrid Event 

• Set goals and targets on what you want to achieve from ‘face to face’ experiences and online experiences

• Online audiences are always likely to be large, but face to face meetings may allow more learning from conversations and event networking 

4. How Can I Utilise the WTM to Share PR Materials and Marketing Messages?

With 45 media partners and over 3,000 media attendees at the WTM, you can get your organisation’s message out to the masses through a host of methods. From providing media packs and press releases to organising interviews, press conferences and events, you can kickstart your 2022 marketing strategy at the WTM.

AM+A are experts at creating WTM-ready PR and marketing materials, helping our clients generate a brand reach in the millions and social media engagement in the hundreds of thousands each year. If you are exhibiting, the deadline to submit PR materials (press releases, interview opportunities, media packs, press conferences etc.) is the 11th October.

If you would like support preparing your PR and marketing strategy for this year’s WTM, reach out to us today for a proposal: 

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