Travel trade professionals from across the world gathered in their thousands to attend the three-day Arabian Travel Market (ATM) Virtual, which debuted on 1-3 June 2020.
The online event which attracted almost 12,000 attendees from 140 countries around the world, focused on the ME region’s tourism sector, addressed emerging trends, as well as the opportunities and the challenges which are directly impacting the travel and tourism industry amid the COVID-19 global health pandemic and beyond.
In total, the event facilitated 11,301 prescheduled one-to-one meetings, of which over 92% were rated four or five, out of five stars. A series of one-to-one pre-scheduled 30-minute meetings between editors, exhibitors, and buyers also took place, and 23 live video sessions included Q&As and polls which ran alongside the presentations to enable audience interaction.
Overall, the webinars had more than 24,000 views over the course of three days. Danielle Curtis, Exhibition Director ME, Arabian Travel Market (ATM), on the occasion said, “Considering that this was a debut event, the outcome clearly validated our strategy to virtually support and guide the region’s travel and tourism industry. The resilience and determination to get through these challenging times was clearly evident.”
She further added that “It also underscored our commitment to organise an event with positive and constructive business insight and opinion, as well as offering networking opportunities across the entire community.”
The much anticipated The Virtual ATM China Forum took an in-depth look at the potential of the Chinese outbound leisure market post COVID-19’s closed borders and what overseas destinations and attractions can do to reassure and convince Chinese tourists, of whom 45% are willing to travel overseas, that their destination is safe to visit.
Other issues discussed included, technology, the role of international industry associations and the need for destinations to change their propositions, with a focus on safety, trust, and consumer confidence.
“As an organiser we have learnt a lot from this virtual experience and to give our seminar programme broader reach and greater inclusivity, we will certainly be looking to integrate more virtual elements into our physical show next year,” said Curtis.
The sessions and other content are now available on demand via the WTM Global Hub.