A Look at Travel Industry Conferences:
Reflections Following the 1998 National Tourism Association Conference
by Elizabeth Malek-Zadeh

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Industry conferences offer benefits not only those working in the tourism industry, but also offer an invaluable experience to anyone just beginning or contemplating a career in this field.

My recent attendance at a conference by the National Tourism Association (NTA), on November 6-11, 1998 in St. Louis, Missouri, provided me the opportunity to make a few reflections on travel industry conferences. Following is also a brief comparison with a the Expotour Conference held in May 1998 in San Jose, Costa Rica.

The NTA is almost 50 years old and holds yearly conferences. For many attendants the conference is a yearly reunion. Both old and new business contacts are made. Negotiations are ongoing, during scheduled periods as well as during breaks. Some companies make use of breaks to hold staff meetings, recharge agendas, create focus and reflect on the upcoming year.

At the November conference, over 500 booths were set up by individual tour operators from all over the United States and Canada. Booths were visited by Suppliers and Destination Management Operators (DMOs) on separate days. Suppliers are those who provide the goods and services to travelers. They supply the pieces which tour operators sell as part of their packages. Suppliers present included hotels, car rental companies, museums, parks, restaurants and other attractions. Destination Management Operators are mainly government representatives in charge of drawing tourists to their state, city or region. They negotiate or discuss with tour operators the various possibilities and draws which attract tourists to their destination.

In general, the tour operators were the main focus of attention. They were the ones whom suppliers and DMOs were striving to influence in order to be included in the tour operators itineraries and in their list of products. To get an appointment with a tour operator, delegates requested them in pre-conference literature. Tour Operators also made requests for specific DMOs and Suppliers they were interested in meeting. At the conference, they were given a schedule which included those who had matching requests. Before official negotiation times begin, a half hour was allowed for final requests to be made before the negotiation time began. This was a frantic half hour as delegates maneuvered their way around the 500 Tour Operator booths hoping to approach a favorite who still had appointment times available.

Negotiation periods were also very hectic, and the seven minutes allocated for each negotiation seemed hardly enough time. However most attendants are practiced and demonstrate impressive efficiency in making introductions, sharing updates, or making arrangements for future contact.

At NTA, delegates are forbidden to pass out pamphlets or information- only business cards. This makes for a lighter load as delegates make their way to their appointments. One page profiles of companies are submitted to NTA answering only basic company data and company philosophy. This is made available to delegates at the conference and provides delegates with individual company data. NTA prides itself on their reputation as the most efficient and timely conference in the travel industry.

The conference is also a time for member education. Various workshops are available through out the conference. Company representatives have to split up responsibilities to make it to different events. Topics focus on business technology, management issues and travel trends.

Some travel trends and patterns were noticeable about group travel. A huge chunk of tours are devoted to senior travelers. There also seemed to be many new tour companies specializing in school-related travel. These companies handled trips such as fieldtrips, club travel and music groups. Groups gaining attention included baby-boomers and religious groups. On a smaller scale, travelers looking for cultural and educational travel were also gaining attention. In addition, one workshop focused on developing stronger relationships with travel agents.

NTA focuses on North America as a destination and caters to companies based mainly in North America. The number of attendants was around 3,500. Some larger conferences include Pow Wow, which showcases the US as a destination to the rest of the world. It attracts over 5,500 delegates from 70 countries. La Cumbre targets the Latin American market and features US destinations. It includes over 1,500 delegates from 25 countries. Within the travel industry there are various conferences focusing on particular countries, regions, and types of travel markets (e.g. adventure, business, scuba-diving).

NTA distributes data and research on travel industry trends to travel professionals. The various resources they have sponsored and which they make available are listed in their Resource Catalog. This catalog includes a comprehensive Ecotourism Bibliography.

In comparison, Expotour Conference, in Costa Rica (mainly showcasing Costa Rica) in May 1998 provides similar conference benefits to its delegates. A style difference in the conferences is that at Expotour, appointments are made, but appointments are only loosely followed. People mostly stop when they see people they know. Elaborate booths showcase suppliers (not tour operators) who showed incredible creativity and effort. Loads of literature exchanges hands.

Though different in style and atmosphere, both conferences provided useful and enjoyable opportunities for business-related interaction. For anyone considering greater involvement in the travel industry, attendance at this sort of conference is critical, especially when a company is first beginning to enter the industry.

Funding for my attendance at the NTA conference came courtesy of the Bill Carpenter Certificate School. I was one of 25 different scholarship recipients, under the umbrella of the National Tourism Foundation, who had the opportunity to attend this gathering.

Elizabeth Malek-Zadeh is a travel agent offering consultation in trip planning. She organized the 1996 conference on ecotourism at Yale University and has worked as for TravelScope International and and Halintours in Austin, Texas. You can reach her via email.

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