Making the most of trade shows and missions
Introduction
Trade events are a great way to meet key industry players, generate new business and reinforce existing relationships and market visibility. The platforms we offer are designed to help you tap into the full potential of domestic and international markets, to reach a wide range of audiences. But how to choose the best opportunity for your current business development, and how to make the most of your investment?
This guide to trade shows and missions is designed to help you get the most from your attendance at industry events. It features insights into how to prepare, how to approach networking, and finally how to follow up your meetings. We also provide guidance on funding opportunities to enable small and medium-sized enterprises (SMEs) to access events.
For more information about the travel trade, its complex structure and how it works, see our guide to Understanding the travel trade. To discover effective methods of working with trade partners, learn how to Familiarise the trade with your product.
What are trade shows?
Trade shows unite exhibitors with buyers and travel trade interested parties. They may be targeted at a particular part of the sector, such as business travel, events or leisure. National trade shows showcase smaller products that might be relevant to domestic businesses, while international trade shows help delegates to gain global visibility by connecting with partners from overseas. The audiences attending these events range from new to established businesses.
Trade shows are helpful for businesses that have secured booking channels and are looking to expand their portfolio. We recommend that you explore them if you are confident in sourcing appointments and opportunities independently. They enable you to meet, network and build relationships with various audiences under one roof, so can be more cost and time-effective than individual sales calls. Numerous exhibitors are involved, so preparation is key; do not rely solely on your visibility at the show, as ‘drop-in traffic’ is just one of the potential ways of securing business.
Trade shows are often aimed at specific markets and segments, or geared towards certain industries – so do careful research to ensure the event is suited to you. To discover events that we attend as VisitBritain, see our Training and events hub. Attending as a visitor is always the best way to explore a new trade show. We recommend that you also liaise with your Local Visitor Economy Partnership (LVEP), Destination Management Organisation (DMO) or other industry partners to find shared opportunities to exhibit, as a way of maximising your investment.
What are trade missions?
Trade missions unite buyers and suppliers for one-to-one meetings and networking. They are offered in key international markets, in cooperation with Britain’s national tourist boards to help ensure that suppliers are ready to connect with global operators and agents.
These events give you the opportunity to meet in-market VisitBritain teams, engage with selected audiences, and gain valuable insights into market trends. We run regular trade missions in a range of global locations, to ensure that Britain is always front-of-mind for international intermediaries.
Trade missions are ideal for those trained in how to reach international audiences, who simply need a little hand-holding in their first approach to overseas markets. We arrange your presence at the event; all you need to do is express your preferences and research the buyers you intend to meet. It is vital to finalise your product offering before the event, and attend prepared with the full package of visuals, information and booking channels to convert business in that market.
When it comes to choosing which markets you want to interact with, ensure that you check out our latest market research, sector research and webinars. And last but not least, ensure that your messaging aligns with your destination strategy: for advice, speak to your accredited LVEP.
Our Training and events page features a range of trade missions and trade shows for UK businesses. Use the filter function to find suitable opportunities that match your business type, objectives and budget.
How to get maximum benefit from the event
Entering the travel trade journey when you are ready is as vital as meeting the right businesses. You want to build relationships with organisations that have interest in your product, and can reach the audience you cater for.
Planning your attendance helps to ensure you have reasonable expectations, and can monitor your return of investment. Here are some key points to consider when attending trade events:
- Be prepared to take part in the same event for a minimum of three years. Awareness of your product will significantly increase each year, as will your expertise and knowledge of the industry. This will continuously improve your return on investment.
- Research who is attending, which markets they operate in, and whether they sell competitors’ products or complementary products. If appropriate, include post-sales calls in your planning.
- Set clear goals, and ensure that you and your team members are well prepared and confident in the messaging and objectives.
- Read all pre-event literature and application forms carefully, and note the cancellation policy and deadlines.
- Tailor your presentation to the needs and interests of your audience. Listen carefully before you share information about your business and packages: this will enable more effective conversations with your audience.
- Research and observe local courtesies; not only will this be appreciated by your hosts, but it will significantly enhance your chances of success. This might entail learning a few local expressions, translating some of your content, or focusing on sustainability for example.
- Develop a sales kit – perhaps in a digital format for sustainability and digital-first audiences. This may include brochures, product fact sheets, your sales presentation, a collection of images on USB or QR code, online tools such as podcasts and videos, display banners and posters. Ensure your marketing materials are designed, printed and delivered well in advance.
- Send follow-up and thank you emails straight after the event: this will show how keen and responsive you are to new enquiries and potential incoming business.
- Use each opportunity as a learning opportunity. Each event should help you consolidate your offering and discover new opportunities in the market.
- Share your feedback with us, to enable us to deliver the best experience and support at every event.
Our training and events
Widen your network with our training and events opportunities. We offer a wide range of opportunities, tailored to the maturity and objectives of your business.
Quote
The calibre of buyers for the luxury brand I represented was perfect. They were genuinely interested in my brands and were serious buyers. I had confirmations of deals within a couple of days of sending out follow up letters."
Funding opportunities for SMEs
We work closely with the Department for International Trade (DIT) to secure grants that enable SMEs to attend international marketing events. No funding is currently on offer, but this page will be updated should the situation change. The DIT is a government organisation which helps businesses to establish themselves in the global market.
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