The Ninth International Tourism and Travel Exhibition in the Persian Gulf island of Kish will be held March 1-4, Mehr News Agency reported.
Regarded as the industry with the greatest potential for growth following the lifting of economic sanctions, tourism is not getting the attention it so desperately needs, and the latest edition of the expo is just one example.
International travel exhibitions offer some of the most cost-effective opportunities for exploring overseas markets and introducing new packages. They provide a platform for industry professionals and business leaders to mingle and share ideas, which can help develop the sector.
However, lackluster marketing and weak promotion of the event may have once again robbed Iran of the opportunity to draw industry heavyweights overseas to the country.
Famous international travel events have earned their reputation and influence through efficient promotional campaigns and quality services. Take for instance Fitur; held annually in Madrid, the event is even promoted by the United Nations World Tourism Organization.
While it would be premature to compare an established expo such as Fitur with Iran’s international exhibition, it is nonetheless reasonable to expect that after eight editions, the exhibition should at least be well-known in Iran — but it is not.
Given the bump in the Iran Cultural Heritage, Handicrafts and Tourism Organization’s budget for the next fiscal year (starts March 20), it would make a lot of sense to start planning for the next exhibition now.
As a starting point, officials could begin by giving the event some proper identity and a name, because “International Tourism and Travel Exhibition” does not roll off the tongue as nicely as, say, Fitur or ITB Berlin.
