Travel shows, at the WTM and AFT

As international travel professionals prepare for presentations, tourism boards also update information in preparation of the UK largest travel show, the WTM, World Travel Market. Trade buyers, small and larger, global operators accumulate information packages for regular clients, contacts andfuture hopefuls they desire to secure business from.  Behind the scenes the media wheel turns not so slowly and marketing gurus flaunt faniful ideas, their views on “how best to”, yet at the end of the day, its down to individual personalities and salesmanship to make the deals, draw together all the elements of success for all this circus to evolve into the globalisation of tourism promotion under one roof. The UK is not  alone in this spectacle. ITB, Travelmart, and travelusa are but a few in a long list of organised tourism promotions. 

Reed Exhibitions with its singular charitable foundation, Just a Drop gives to various good causes around the planet. The machinery of the show moves on.  Its all a bit impersonal already, yet without this grand  commerce, how would the tourism industry survive. One wonders if the giving is a marketing tool or a real emotional fulfillment for the benefit of others. The commercialisation of charity into something of a sideshow is a depressing though, however this too may be the reality of modern life, Small charitie such as www.eyeonthewild.org who do local projects for the benefit of people, environments and causes damaged or influenced as a direct result of tourism struggle to achieve funding and promotion of worthy beneficiaries. An analogy somewhat akin to the tourism business.

     November 10 – 13th Excel London

    World Travel market

 

An example of how this is best seen and dealt with, in Asian countries may well be the ATF. The Asean Travel Forum.

The next show is due to be held in the city of Ha Noi, Vietnam from the 5-12th January 2009

tp /www.atf2009vietnam.com

Unlike the WTM and other global exhibitions, ATF is also a collective of the Asian countries governmental ministers all debating and actioning the best way to self promote, protect their sovereign states at the same time as working together and acting in unison without compromising each delicate balanced tourism industry at the expense or each other or to the lost of another destination. Diplomacy at its best.

Unlike most European countries and other global destinations, Asean may be best compared to Central America. There are one or two prime destinations within a pennisular of several countries, very advanced enjoying the wealth from foriegn investment and taking the largest slice of the tourism pie.

Simiarly, Asia, a union of countries all self and jointly promoting (as long as it not at the expense of their prime locations). Malaysia certainly takes a prime position within the Asean group and having spent vast resources over the last few years to establish itself as a safe destination, friendly 2nd home  and retirement location. Investment into KL in particular is evident of the success of this programme. The Uk, South Korea and China being the major players there. 

Thailand (currently sufferring political unrest) best compared to Costa Rica, the pearl in the shell of Asia. Jealously guards its tourism industry despite concerns on the large established sex industry which no doubt accounts for a vast slice of its income. A lot of information, promotion and the clean up of the under age and criminal elements of this trade has been put into displaying the other side of Thailand and if reading various travel blogs of younger, first-time travellers to thailand is anything to go by, there is a curious balance between enjoying, and frowning on this aspect of tourism within Thailand, the exploits of middle-aged men, and women seen within the redder entertainment regions of the country.

India, a major player in investment, tourism and travel throughout Asia is a likely brother in arms, or a threat to the current stablibity of the group. whilst China hovering on the peripheral of introduction into the Asean family, the group’s top members may well be concerned about how their cousins may influence travel trends but is the lure of the yellow dollar too alluring as many Chinese travellers are now seeking international travel since relaxation of travel restrictions and easy access/visa agreements are forged.

South Korea has certainly been an agressive golf frenzied market driven high end tourism target for many of the current members who can offer sophisticated destination. Investment by South Koreans who too have been allowed relaxed monetary controls due to the stock piles of devaluing dollars within their country, have been keen to examine local international markets,  Brunei, Philippines, Malaysia have lured these travellers, investors and residents, not just from Korea particularly, but on a global targeted promotion. 

But its all done on a friendly and civilised level. I do wonder and have for many years how the role that the Asean management group will evolve at the very top of the tree. Will it support, police the poorer members, Cambodia, Laos. Comment, influence and bring about harmony to Myanmar. Certainly, when the recent cyclone hit this troubled region, the Association of South East Asian Nations was one of the first to broadcast and promote relief aid requests and support.

Currently there are thirteen member states, but that can quickly change as korean, south and north, China, India, other Asian countries may deem this the best way to self govern, promote and support their regions within the unity of the group. Hopefully, Asean will not go the same as Europe in trying to introduce an expensive regional state that governs all. A fat cash cow for the bureaucrats to milk dry for years to come.

As the governments and tourism industry of Europe and other regions of the world looks at the Asean operations and working profile, they must wonder if they have seen the magic formula to self-support and self promote and how long will it be before the voice of Asean becomes the unified voice of all of Asia.

Threat or friend, it is at the very least a powerful and united voice. Fair trade agreement and other politically correct proceedures are introduced and debated on an almost daily basis.  The joint statements issued by members as a collective can be viewed on http://www.aseansec.org.   once you have seen how the system is working then the realisation that somehow and through a lot of hard work, Asean has become a voice to be recognised and soon I suspect a policital machine to influence the views of all asian countries to stand beside the EC commission and possible too the United nations.