Top 10 Travel Trade Shows for Tour Operators, Hotels, and Destinations

 

As adventure travelers and experienced marketers, we know you have many options to advertise your tours and travel packages.  Whether you’re selling luxury tours or ski packages at stellar mountainside resorts, you have to choose where and how to market your offerings to attract new customers.  You’ll also need to connect with media partners and travel booking sites like Expedia, Viator, and Booking.com who can help you generate more buzz!

Besides the usual marketing tactics of running ads, dropping email campaigns, and posting on social media, one of the best ways to connect with B2B businesses in the travel and tourism industry is to attend travel trade shows!  In this blog, we share why you should attend these shows, how to make the most of your time at the show, and the Top 10 Travel Trade shows worldwide!

 

Why Go to a Tourism or Travel Trade Show?

 

At a tourism or travel trade show, you can:

• Build partnerships with hotels and rental properties
• Develop relationships with booking engines like Viator, Expedia, Airbnb, and Booking.com
• Connect with travel agents and tour guides
• Build media connections with bloggers, influencers, and journalists at industry publications
• Learn how to generate reviews on sites like Trip Advisor and Google
• Apply to speak as an industry leader and expert in your field!
• Stay ahead of industry trends

 

Best Destinations for Travel Trade Shows + Events

 

We recommend searching for travel trade shows that are held in exciting destinations or exotic locations.  Skip the Las Vegas show and opt for Nassau in the Bahamas or the jungles of Panama.  More on who’s hosting events in these locations in a bit!

However, one downside to all this is that travel trade shows can gobble up a large portion of your marketing budget!  Therefore, with so many shows out there how do you choose which ones are best for you as a tour operator, travel agent, hotel, destination, or luxury cruise line?

Well, we’ve made it easier for you to choose by including our Top 10 List of Trade Shows for the travel and tourism industry!  We’ve included the best B2B trade shows, along with those that draw a strong consumer base.  Keep in mind, there are dozens of other specialty shows out there, and we’ll be updating this list every year!

Finally, we have included lots of tips for how to make the most of your time at a travel trade show.  So, what are you waiting for?  Let’s go!

 

Top 10 Best Travel Trade Shows Worldwide

 

1. World Travel Market (WTM) London

 

Audience: B2B
Location: London, plus Africa, Asia, and Latin America
Dates: Annual in November, plus 3-4 events throughout the year in other world markets

 

One of the largest travel industry events in the world, WTM London attracts over 50,000 professionals from across the globe!  The World Travel Market shows offer a vast platform for networking with buyers, suppliers, and media.  WTM London is perfect for tour operators and travel guides looking to expand their global reach.  In addition, with smaller WTM events in places like South Africa and Latin America, you can choose a smaller, more destination-specific show. Furthermore, adventure travel has a growing presence at the World Travel Market shows, with many exhibitors and sessions dedicated to the segment.

 

Why attend World Travel Market London?

• Access to thousands of potential B2B partners
• A truly global scale with participants from over 180 countries
• Valuable insights into industry trends and market innovations
• It’s London- the accents, the pubs, the charming countryside!

 

2. Adventure Travel World Summit (ATWS)

 

Audience: B2B
Location: Varies (Global)
Dates: Annually in October

 

The Adventure Travel World Summit is a premier trade show for adventure travel operators, tour guides, and travel professionals organized by the Adventure Travel Trade Association (ATTA).  It attracts over 1,000 delegates from around the world, including tour operators, media, and destination representatives.  The Adventure Travel World Summit offers similar opportunities to other travel & hospitality trade shows where you can network, attend educational sessions, and showcase your brand.

In addition, one of the best parts of the Adventure Travel World Summit is that you can participate in adventure excursions before the show to experience all the destination has to offer!   As an example, this year’s 2024 Adventure Travel World Summit was held in Panama- perfect for those who want to make new connections in Central and South America, discover the rainforest, learn about the history of the Panama Canal, and perhaps splurge on a luxury resort stay over the crystal blue waters at Bocas del Toro after the show!

Furthermore, ATTA also hosts smaller, more intimate events such as Adventure Elevate, Adventure Next, and Adventure Connect.  These cost less to attend and are destination-focused events as opposed to a standard travel trade show.  Here you will find educational sessions, workshops, and one-on-one meetings that make it perfect for smaller operators looking to gain valuable insights and form strategic partnerships.

 

Why attend the Adventure Travel World Summit?

• Focused on B2B connections in a particular destination
• Access to top travel journalists and influencers
• Opportunity to learn about emerging trends in adventure travel

 

3. ITB Berlin

 

Audience: B2B and B2C
Location: Berlin, Germany
Dates: Annually in March

 

ITB Berlin is one of the largest and most prestigious travel trade shows, with over 10,000 exhibitors and 160,000 attendees!  While primarily a B2B event, ITB Berlin also opens its doors to consumers for a portion of the show, offering a unique chance for adventure travel tour operators to engage with industry professionals and directly with potential customers.  As one of the few shows that has stood the test of time, they’ll be celebrating their 60th Anniversary in 2026, ITB Berlin is a must-attend for those wanting to make inroads into the EU travel market.

 

Why attend ITB Berlin?

• Comprehensive B2B and B2C event
• High-profile global audience and luxury brands
• Adventure tourism has a dedicated section

4. The New York Travel & Adventure Show

 

Audience: B2B and B2C
Location: Jacob Javits Center, New York, NY
Dates: January

 

Frank Sinatra once said, ‘If I can make it there, I can make it anywhere.”  In a city with over 19 million people, of which I was once one, it’s a tough place to stand out in the crowd.  If you want some history of how I got my start in the Big Apple, read my blog- Starting a Business: From Side Hustle to Full Time.

However, not everyone makes it in New York.  There was a New York Times Travel Show, however, after 18 years, they pulled the plug.  In addition, the New York International Travel Show also did not host a show in 2024, and 2025 also looks unlikely.

The good news though, several other trade shows catering to the decerning New York traveler have filled their comfy loafers.  Our favorite trade show for travel, which is also consumer-facing, is the New York Travel and Adventure Show.  With over 35,000 attendees, including both travel enthusiasts and industry professionals, it’s a great platform for adventure travel tour operators to showcase their offerings, especially for the North American market.  The New York Travel and Adventure Show is ideal for connecting with couples, families, and solo travelers seeking their next adventure.  Toss in the chance to meet Rick Steves and other travel celebrities and we’re all in!  

The Travel & Adventure Show Series hosts similar events in other major U.S. markets including Atlanta, Chicago, Phoenix, Denver, Dallas, the Bay Area, and Washington, D.C.

 

Why attend the Travel & Adventure Show Series?

• It’s New York, one of the largest markets for travel sales
• Strong focus on adventure and experiential travel
• Direct access to consumers across multiple key U.S. cities

 

5. U.S. Travel’s IPW

 

Audience: B2B
Location: U.S. destinations
Dates: June

 

As the leading inbound travel trade show, U.S. Travel’s IPW connects America’s travel industry with international and domestic travel buyers and media outlets.  At the show, travel organizations, airlines, hotels, attractions, convention centers, and visitor’s bureaus from across the country showcase the best in the U.S.  This show is appointment-based and a great place to schedule lots of one-on-one meetings with international travel agents, travel buyers, and journalists.

 

Why attend U.S. Travel’s IPW?

• Unique networking opportunities and more one-on-one meetings
• If your business is based in the U.S., this is the place to be!
• Position yourself as an expert or thought leader for U.S.-based travel

 

 

7. Fitur (International Tourism Trade Fair)

 

Audience: B2B and B2C
Location: Madrid, Spain
Dates: January

Fitur is one of the largest travel trade shows in the world, particularly strong in European and Latin American markets.  Organized by the IFEMA Madrid, this trade show for travel-focused brands starts with B2B days, followed by B2C access, making it a comprehensive show for adventure travel tour operators looking to tap into diverse markets.  The family adventure travel sector is particularly well-represented here.

 

Why attend the Fitur Trade Show?

• Strong presence in European and Latin American markets
• The B2B + B2C format allows you to reach travel buyers, media, and potential customers
• Extensive media coverage

8. Outdoor Retailer

 

Audience: B2B
Location: Salt Lake City, Utah
Dates: January and June

 

While primarily focused on outdoor gear and apparel, Outdoor Retailer or the OR Show also attracts a significant number of adventure travel companies.  The show offers an excellent platform for operators looking to connect with equipment suppliers, outdoor brands, and retailers who are influential in shaping trends for adventure travel products and experiences.  For more trade shows focused on the outdoor recreation industry, whether your sport is fishing, swimming, biking, or ice climbing, read our Best Tradeshows for the Outdoor Industry blog!

 

Why attend Outdoor Retailer?

• A chance to build partnerships with big-name outdoor brands
• Great networking events and education sessions
• Good access to U.S. outdoor industry media

 

 

9. The International Luxury Travel Market (ILTM)

 

Audience: B2B
Location: High-end destinations like Cannes and the Bahamas
Dates: Various

 

Luxury brands, bespoke travel advisors, and grand destinations shine at the International Luxury Travel Market shows.  These trade shows for the travel industry are perfect for high-end brands, cruises, and tour packages that cater to upscale clientele.  If you offer exclusive packages for the sophisticated traveler, you belong here.

 

Why attend the International Luxury Travel Market?

• Connect with media publications like AFAR and Travel + Leisure
• Great for positioning your brand in the luxury category
• Opportunities to reach top-end travel agents and advisors

 

10. Arival 360 and Arival Activate

 

Audience: B2B
Location: Varies
Dates: Varies

 

The Arival 360 and Arival Activate Conferences are B2B trade shows for travel that aim to create better in-destination experiences.  Held recently in destinations like San Diego, Seville, Edinburgh, and Valencia, Arival shows aim to support local tour companies, hotel chains, convention and visitor’s bureaus, and attractions.

 

Why attend Arival 360 or Arival Activate?

• Excellent for networking in a particular destination
• Dive deep during their Elevate and Explore sessions

 

 

Defining Your Travel Trade Show Marketing Strategy

 

Still not sure which shows to attend, how much to budget, who to send, and what your return on investment could be?  Well, you are not alone.  Here are some things to think about:

 

1. What are your tradeshow costs?

 

First, add up your costs for the tradeshows you’ve selected to attend this year:

• Flights, accommodations, transportation (for you, your team, and your booth if exhibiting)
• Food and beverages, hosting client dinners
• Exhibitor booth space plus booth design if you do not have a booth already

 

2. What audience does the travel trade show serve?

 

Is the travel trade show or event you’re considering consumer-facing or B2B?  Will your booth be visited directly by consumers and travelers?  Or will this be a chance to meet with travel buyers, and get your offerings featured with new agents or media outlets?

 

3. Can you schedule meetings at the trade show?

 

As you will be investing quite a lot of time and money to attend one of these travel industry tradeshows, can you set up meetings ahead of the show and plan out each day?

Pro Tip: Many tradeshows now have apps or an exhibitor/vendor portal where you can schedule or request meetings, and connect with media or travel buyers before you arrive!  In addition, many of the tradeshow apps let you schedule and promote a happy hour, meet & greet, or giveaway at your booth!

 

4. What is your expected ROI for each event?

 

Attending one of the bigger travel trade shows can eat up a good portion of your marketing budget.  Therefore, make sure you have goals set for what you expect to get out of each event:

• Sell tour packages
• Get a media outlet to feature your destination or offerings
• Collect email addresses from travel buyers
• Connect with travel agents and advisors who will sell your offerings

 

5. Can you craft an engaging event activation at your booth?

 

Creating a memorable opportunity to engage with potential buyers and journalists, and create user-generated content at the show is a no-brainer.  However, more often than not, it is left until the last minute!  Instead, plan ahead and launch a giveaway.  Host a competition at your booth to generate buzz.  Use social media to advertise it.  And remember to have a way to collect those email addresses!

 

Here are a few other ideas we’ve used:

• Bring a big wheel that people can spin to win your products or fun items with your logo on them.
• Host a booth happy hour, or a happy hour near the convention center if you’re not exhibiting.
• Create a daily booth giveaway, winners must be in attendance!
• Set up a photo booth, complete with fun hats, glasses, and wigs themed to match your brand!
• Create a video testimonial booth where people can talk about why they are excited about your destination or offerings!

 

Pro tip: You can easily set up a photo or video booth using a tripod with an iPad, or even a phone and a nice backdrop.  In order to seamlessly collect emails, and have guests share their photos on social, use a photo booth app like LumaBooth, Simple Booth Halo, or Unsnapped.

Check out the event activation we helped create for TASCO MTB at the Sea Otter Classic!

 

Final Thoughts on Trade Shows for Travel Industry Brands and Tour Operators

 

As one of the top B2B marketing tools, you want to carefully select the best travel trade shows for your brand.  Don’t forget the last step in this process is to ensure you have a follow-up plan.  Meaning, how will you follow up with those you met at the show?  In addition, will the staff who attended present their discoveries to the rest of your team?  Lastly, don’t forget to bring home some fun swag for those who kept the shop running while you were gone!

So whether you’re looking to connect with industry peers, form new partnerships, generate media buzz, or market directly to adventure travelers, these tradeshows and events provide the perfect platform.  From global B2B events like WTM and ITB Berlin to consumer-focused shows like the Travel & Adventure Show, there’s something for everyone!

Want more tips for attending trade shows and events?  Here are some of our best blogs:

• Industry Events and Tradeshows: Successful Marketing Strategies
• Best Tradeshows for the Outdoor Industry 
• How to Find the Best Brand Ambassadors and Content Creators for Your Brand
• Travel Marketing: 5 Tips to Book Your Vacation Packages, Cruises and Tours

 

Until next time, happy traveling!

Meredith McConvill, Top Rope Media