Hosting Travel Conventions
The New Mantra For Destination Marketing?
As Indian states and international destinations fall over
each other to bag hosting status for some of the country’s most coveted
travel conventions, Bhisham Mansukhani finds out why and whether, the
effort is really worth it
Conventions the world over are accumulating the reputation
of the kind that some landmark sporting events have, creating a pre-event hype
that pushes the host a few notches up in the broadsheets and minds of international
observers. They leave behind in their aftermath, immovable and mobile infrastructure
and coffers flush with immediate revenue. Taken in the context of tourism, the
benefits seem in the making of the perfect fit. WTTC and PATA conventions have
already mustered reputations akin to semi-Olympics, in so much as the choice
of venue symbolises the tourism world’s opinion towards the host country.
Domestically, travel agent association conventions held by TAAI, TAFI and IATO
have begun to come into their own as a convergence of the captains of the trade
and are being associated with similar benefits, albeit not of the global proportions
but in the context of India itself, perhaps unparallel.
Welcome Attention
Nothing serves destination better than first hand visits by the very people,
who are most likely to sell it to potential tourists. So, having a large number
of them coming over, virtually guarantees an awareness if not excitement for
the destination, which could convert into an aggressive push for the destination,
when the outbound season arrives. Malaysia hosted the annual TAAI convention
in 2003. Tourism Malaysia’s manager India, Manoharan proffers, “We
had an opportunity to present our MICE facilities, which we have promoted to
them on an individual basis for over three years. Now we had an opportunity
to not only show them the facilities but also prove the efficiency of these
facilities as the conference halls and equipment was used for the convention.”
That, he believes, played an important role in the growth of MICE business from
India. “It works in a similar manner for a lot of the conventions, where
the word of the people who have actually attended a convention in Malaysia can
confidently speak about it. In the case of a travel agent and tour operator,
that impact is magnified, because a lot of them are in the MICE business,”
Manoharan said.
Carl Vaz, country manager, Dubai Representative Office
in India, Department of Tourism and Commerce Marketing, government of Dubai
says, “From the perspective of the FHRAI convention it is a bilateral
phenomenon, they get to know how the destination packages its products, as well
as the local hotel industry. From a destination perspective, it is an opportunity
to showcase the region. I think with more number of conventions taking place
there will be a desire to garner more business from a MICE perspective.”
Tour operators are equally mindful of the advantage the host countries enjoy.
Veteran industry observer, Anil Bhandari, MD, International Travel House,
articulates the advantage of the host, saying, “The perceived value that
host countries and states cite in hosting travel trade conventions is firstly
the publicity. These conventions educate the travel trade about the products,
and facilities available and of course, the over all infrastructure status of
the destination. As a result, the travel agents or operators are in a better
position to sell the products and market that destination. Secondly, the destination
generates lot of interest and gains publicity through the media. So it is not
only the event that gains popularity but the destination also gains exposure.
Thirdly, the event itself becomes the source of income for the service providers
of that particular place. It is a win-win situation for both parties.”
India’s own tourism community has been lapping up international limelight
earlier this year with the WTTC Summit in New Delhi. WTTC India, chairman
and HAI president, Lalit Suri, who was instrumental in ensuring India hosted
the landmark tourism convention, comments, “To get the heads of companies
and international dignitaries to the country and witness first hand the infrastructure
developments far outweigh any audio or visual promotion done to promote brand
India.
The impact of the WTTC Summit is already being felt with more hotel companies
investing into India and that being followed up with an increase in tourism.
Such events do not just strengthen India’s position on the world map. It
gets the local government to take affirmative action to tap the opportunity.
A lot of good things can happen together when events of this magnitude take
place.” Apart from outbound and inbound, the domestic sector has also sized
up the opportunity.
Cashing In
National Tourist Offices (NTOs) have rated familiarisation
trips for the trade as an important means of showcasing their destinations and
invest significantly into them. Travel trade conventions offer the opportunity
to double as familiarisation trips as well as roadshows of the kind that NTOs
expend considerable resource on. Manoharan comments, “Tourism Malaysia
organises familiarisation trips each year for a certain number of agents but
during a convention, you get hundreds of them flying in to the same place. The
opportunity for post tours on precise itenaries that feature attractions that
we perceive as future winners, is a big bonus.”
Singapore, which has been one of the leading outbound destinations
in the Indian context and was due to hold the TAFI’s convention before
it was postponed due to unforeseen reasons. Singapore Tourism Board’s
area director - western India, Rebecca LIM Wan Yee, however, feels Singapore
will have much to gain from the convention by way of getting the Indian trade
to meet with their opposite numbers and suppliers in Singapore on the sidelines
of the convention. “With key members of the Indian travel trade present
at the event, it’s ideal to get them to meet their business partners in
Singapore and introduce them to our new products. As a tourism board, it is
our job to facilitate this process and these events allow us to do this on the
largest possible canvas,” Rebecca says.
According to Rajeev Nangia, associate director – Operations
TRAC Representations, that represent Sri Lankan Tourism in India (Sri Lanka
is hosting TAAI 2006), “It is imperative for any destination where such
conventions takes place that it chalks out concrete visibility plan post conventions
to ensure maximum mileage is generated to capitalise on the hype thus created.
Our desk for Sri Lanka has increased calls from certain corporates after the
announcements of the convention and we are hopeful that post convention other
MICE activities will see a spurt.” From the perspective of a state, Mahendra
Jain, commissioner, department of Tourism, government of Karnataka, says,
“During such events, all key members of the travel trade converge at one
place, which gives us a big opportunity to showcase the state as a destination,
with a widespread variety in tourism. Under one roof, we can market the destination
to the key people who are involved in the business of selling destinations.
A lot of them stay back and take familiarisation tours of destinations, which
gives us an extra-leverage. We have hosted TAAI sometime back and now after
the recent IATO convention in Kochi, we have proposed Karnataka as the next
host destination for the event to the organisers.”
Bid Or Not
 A
comprehensive illustration of the assured elevation a destination gets, not
just in the within the travel trade community, but in incoming tourism, as listed
above, is arguably a tempting prospect. But how many takers are there, really?
On the face of it, few are candid. According to one industry observer, on conditions
of anonymity revealed, “Bidding is a streamlined process and especially
for the TAAI convention, competition is very tough. Government, as well as private
sector and airlines support to hold the convention also plays an important role.”
That is a significant observation, as another industry veteran remarks, “Since
the associations are fully aware of the multiplicity of benefits that the country
hosting the convention, will enjoy, they may put discounted or partly complimentary
air tickets or hotel accomodation as a pre-condition. An NTO representative,
on condition of anonymity says that while it was all well and good to facilitate
visas and get good deals for airline seats, accomodation and courtesy dinners,
going further is relative to how crucial, host status is for each destination.
It is likely to be directly proportional to how strong its awareness levels
already are in the said market.
IATO president Subhash Goyal, adds, “IATO received an official invitation
by the state requesting us to host the convention there. After getting the invite,
we sought the approval of all our 1,000 members and once we had their vote we
confirmed the venue. But before we zero in on a particular place, we make sure
that there is adequate capacity in terms of the convention or the conference
space and enough hotel rooms to accommodate over 1,000 participants. Infrastructure
and connectivity are other factors that we check before finalising the venue.”
It leaves an interesting situation to ponder, where, although
there is evidently plenty incentives to be had in having large part of the travel
agent community over to take stock of their own trade and also holiday a bit.
How much and if at all, is the incumbent destination willing to do, to bring
the convention home. Indian and international destinations have basked in the
easy limelight that these conventions have ensconced them, in the past. As destination
marketing get more competitive, will travel conventions evolve into the much
sought after trump card? Wouldn’t be a bad suggestion to hazard a business
session on this.
(With inputs from Jyoti Koul in New Delhi, Joy Roy Choudhary
in Kolkata and Vyas Sivanand in Mumbai)
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