When tour operators go to Reno, Nevada, in November for Travel Exchange, they’re likely to meet a number of DMOs they didn’t see at TREX ’21 in Cleveland. And that’s OK. Buyers like seeing faces, both familiar and new, according to Jay Smith, owner of Massachusetts-based Sports Travel and Tours.
“My goal in attending TREX is to refresh my relationship with old contacts, and to meet new DMOs and suppliers that I either haven’t met or I don’t know because they haven’t attended in the past,” says Smith, a longtime NTA member and past board chair.
It’s no mystery why many destination representatives couldn’t attend the Cleveland show last year. It mostly boiled down to busted budgets and travel restrictions, all courtesy of COVID.
“As a small DMO, there was a lot of budget uncertainty in 2021, and we had to make some tough decisions,” says Casey Ressler of Alaska’s Mat-Su CVB. “We see great value in NTA and Travel Exchange, though, and that’s why we’re looking forward to seeing our partners in Reno.”
Anjuli King of Visit Savannah says her office has walked a similar path. “We had to scale back our show attendances in 2021, but 2022 has been good to us, so we are able to return to a pre-pandemic travel schedule.”
DMOs like Maxine Morrell-West of Destination Toronto view the easing of pandemic restrictions as a return to business with trusted colleagues.
“Travel Exchange presents us the opportunity to meet face-to-face and connect with tour operator clients with whom, over the past couple years, we have not had contact due to COVID travel restrictions and temporary staff furloughs,” she says. “It also gives us an opportunity to build new relationships, given the significant changes to our industry; share new product and itinerary ideas; and network with clients and industry colleagues.”
As is the case every year, the site of the show comes into play, and for at least one DMO, NTA’s addition of the National Parks Partners program is also an important factor.
“Location played a huge role in our decision to attend Travel Exchange, as we are just a few hours away from Reno,” says Katie Kirkland of Visit Tuolumne County, a California county that holds over half of Yosemite National Park (“the less-crowded half,” as Kirkland describes it) within its borders. “Returning to Travel Exchange as a National Parks Pavilion sponsor was an extra incentive that helped to solidify our decision to attend.”
Joining the many DMOs returning to Travel Exchange are new members, some representing destinations, and other newbies heading to Reno are promoting hotels, attractions, motorcoach companies, and restaurants.
Once all those sellers arrive in Reno, they’ll want to connect with buyers, both on the TREX Floor during appointments and at meals, evening events, and other opportunities. But what are those buyers looking for—especially from DMOs and suppliers who have been absent?
“If I meet with a seller that I haven’t met—and they are in an area where we have programs—I am looking for the ‘wow factor’ of why I should include that attraction, hotel, destination, etc. in my program,” Smith says. “Pricing, parking, ease of operation, a special event, and the wow factor that my clients will be happy with are what I need.”
