10 items to pack for your next Tourism tradeshow

The tourism tradeshow season is upon us. For those of you that travel to bring in new business- and continue building business with existing customers, the next few months are probably busy for you.

There are key international tradeshows like World Travel Market in London (WTM), National Tour Association, American Bus Association, regional shows like Go West and Travel South, and lots of smaller regional and state-sponsored tradeshows.

Whether this is your first time on a business trip to a trade show, or your umpteenth time on a plane, I thought I would share some items that we all need to pack in order to have the most successful and enjoyable trip.

 

Sales tools to pack

The primary reason to attend these shows is to bring in more business to your attraction or destination. The return on investment (ROI) is important to consider so you want to be prepared.

1. Profile sheet.

I have written about the importance of profile sheets before. You might need several to appeal to different markets. If you have a profile sheet that only works in the group tour market, you might want to consider developing a second one that works for shows where there are operators that specialize in FIT clients as well as groups. Make sure to include a map with your location on your profile sheet.

2. Business cards.

You can never have too many business cards packed! Always keep a  bunch in your suitcase at all times for back up. Which reminds me, I need to restock after my last trip where I used my back up supply!

3. iPad, VR headset; yes or no?

If you want to make a visual presentation, then these tools are impactful. A short video or quick VR experience can be memorable. On the other hand, if a client is busy looking at a screen, you are losing precious time to create a relationship and answer questions. I have tried both methods- for me less tech and more talking and eye contact feels like a better sales method. What works best for your and your business?

4. DIY project samples.

Do you offer an experience where guests can make an item? Bring a sample with you and let the operator hold it. That will make them much more likely to be interested in adding that element on to a tour.

Your health and comfort on the road

Road warriors know business travel is nothing like a vacation. Long hours in different time zones, hours on your feet and bad food choices can wreak havoc on your health. But here are some tools to help:

1. Comfortable shoes.

We women especially like to look nice and wear heels, but a tradeshow floor is not the place for that! Comfortable shoes are the key to success on those 16 hour days. Some people will pack another pair to wear later in the day. Pack band-aids for the inevitable blisters.

2. Cough drops and Vitamin C drops.

The air in convention centers is notoriously dry, and being around thousands of others will expose you to all kinds of germs. I always have Vitamin C drops, and others swear by cough drops. Either way, you will be glad you have them. And when you share one with a tour operator in need, you will have a friend for life!

3. Doorstop.

As a woman business traveler, I make sure to stay above the first few floors of a hotel, and am always aware of my surroundings. But I never thought about getting a doorstop until someone tried to get into my room while I was in China. They kept trying the keycard in the door and knocked several times. The next morning at breakfast my friend Amy said she bought a travel doorstop on Amazon that has an alarm and sleeps well knowing she has that extra level of security. I ordered one as soon as I got home. A good investment for all travelers.

Pack your mindset

Attending a trade show can be a daunting event. I have come to see my annual tradeshows as family reunions with some of my favorite people so I am always excited. But this summer I attended a software conference where I knew no one. I was getting ready to attend the opening night event and panicked. Who would I talk too? Wonder if everyone else had friends and I couldn’t find anyone to talk to? So I set a goal that I would be brave and attend the event for at least a half hour. If after that I wasn’t enjoying myself, I would leave.

As soon as I arrived, I saw someone sitting alone. I went over and introduced myself and I sat at their table. Pretty soon another individual came and asked if she could sit with us. Slowly our table filled and I had a great time that evening meeting business owners from all over the country.  So here are my suggestions:

1. Courage.

Have you ever seen the TED talk with Amy Cuddy about Power poses? Before you leave your hotel for the tradeshow, try that technique. It will make you feel brave and confident. And remember, many others are feeling intimidated too- you can do this!

2. Set goals.

Attending a trade show is a great place to set goals. Here are some I have set over the years.
Collect at least 4 business cards from tour operators at the evening event.
Meet at least 2 other attractions that I can keep in contact with to bounce ideas off of.
Take at least 10 minutes to collect some profile sheets from other attendees to get some ideas for updating my profile sheet.
Eat dessert only once a day…. get the idea??!

3. Bring listening skills.

We have all heard the saying – we have two ears and one mouth so we should listen twice as much as we speak. Easier said than done. But while you are in appointments, instead of speaking about your product, ask questions of the operator first. Take advantage of the educational sessions and listen to the presenter instead of checking your phone. The more you hear, the more you learn.

Extra resources

There are as many tips for tradeshows as there are tourism pros out there! I recently reached out to a Facebook group of tourism professionals and asked for their tips. I am compiling them in an e-booklet. Stay tuned and I will share that next week with all of you!