Behind the scenes of ATM #myATMstory

Behind the scenes of ATM #myATMstory

By Wellah Ellis, Sales Manager, Arabian Travel Market (ATM)

Arabian Travel Market is all about connecting and connections, and my role as sales manager is to connect with our exhibitors, to bring the different verticals together under one roof for what is the largest annual regional showcase of its kind.

This is my eighth ATM event and, from my behind-the-scenes perspective, it’s rather like opening the box on a giant jigsaw. Working on the show is pretty much a 365-day affair. Throughout the pre-event run-up campaign we conduct regular internal brainstorming sessions between the sales, marketing and operations teams to discuss where we can add new value to the show, what emerging travel trends need to be showcased, what new verticals we can introduce and any initiatives that we think will maintain our position as the must-attend calendar date for the industry.

Under my remit are the cruise, medical, Middle East, hotels and Turkey categories, for both ATM and World Travel Market (WTM) and one of the biggest challenges – and where our exhibitors are very specific in their requirements – is managing the floor space each year. The secret to getting the floor plan right is to have an understanding of each exhibitor’s requirements and managing their expectations before the next show kicks off. For a large majority of participants, location is vital to their attendance.

Since I joined the team in 2009, the show has grown year-on-year in terms of square meterage, and it’s a real team effort – and great fun – to work on piecing together the show floor puzzle to ensure that each region complements the next, and that the different verticals are aligned to facilitate traffic flow and deliver a productive business environment. At times, I face a situation where exhibitors decline participation because they are not happy with their location. But what they don’t realise at the outset is that the key to successful participation is not contingent on the location, but also requires full pre-show preparation, for which we have developed a suite of complementary tools such as the online MyEvent diary for appointment setting.

Our UAE exhibitor workshop programme is another area that I am directly involved in and one that also brings me closer to my clients. We have added two new locations to the roadshow this year – Ajman and Ras Al Khaimah – so we are spreading the ATM message far and wide across the Emirates and helping exhibitors to maximise their participation, and therefore their ROI. This year, we have also introduced the Travel Agent Academy, which will take place on 28 April and which is a free, first-come first-served half-day networking and training event targeting travel agents. This is one example of how sponsorship can support an exhibitor’s brand presence.

In 2015 we welcomed over 26,000 travel trade visitors, so the potential for exposure is huge, and so this is another area where I really enjoy working with our clients to help promote and enhance their brand exposure to a global travel industry audience.

While it’s both overwhelming and extremely satisfying to see ATM ‘go live’ for four days each year, it’s the behind-the-scenes activity that makes it such an amazing show to be involved in. I’ve been extremely privileged to watch the show evolve and grow through the years, and to have the opportunity to play my own part in putting the puzzle that is the ATM show floor plan together.

One comment

  1. Dear Sir,

    Greetings from Landmark Communications.
    We are the proud organizers of Pakistan Travel Mart, the biggest International Travel and Tourism Expo of Pakistan successfully held from 24th to 26th November 2017 at Expo Center Karachi. All provinces of Pakistan participated in PTM 2017 alongside the leading players of travel, aviation and hospitality sectors. The hallmark of PTM 2017 was its global footprint having both exhibitors and visitors from UAE, Saudi Arabia, Qatar, Thailand, Sri Lanka, Japan. Malaysia, Azerbaijan and Turkey etc.
    We now present to you Pakistan Travel Mart 2018 to be held from 2-4 October 2018 in Expo Center Karachi with following key features;
    • PTM 2018 shall be held in all 6 Halls of Karachi Expo Center compared to the 3 halls in PTM 2017 hence 100% increase in the scale of the event
    • Considering the immense success of the PTM 2017, PTM 2018 shall be even far more impactful due to its vast scale and further international participations
    • PTM 2018 shall be attended by the global leaders and trendsetters of travel and tourism industry
    • PTM 2018 has dedicated halls for Provinces/Regions, Aviation/Airlines, Religious Tourism, Hotels, Technology Partners, Travel Agencies and Career Tourism hence ensuring focused and related audience for our exhibitors
    • PTM 2018 shall be extensively covered by domestic and international media hence providing much needed impact and outreach to our exhibitors
    Pakistan Travel Mart 2018 is an ideal platform for the stakeholders of Pakistan’s travel and tourism industry to exhibit and present their products, services and ideas in front of the entire industry and hence getting them more buyers, suppliers and partners.
    Please find attached our proposal with statistics, layout plan and financials of PTM 2018. Looking forward to your kind consideration and to have you as our prestigious partner & exhibitor.
    We are also visiting the Arabian Travel Market and wish to have a meeting with you there so kindly provide us a slot for meeting just for half hour

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