INSPIREASTA Destination Expo

THE TOP TRAVEL PROFESSIONALS ON THE GLOBE

ASTA Destination Expo THE BACKGROUND

In 2006, ASTA launched a new event called the International

Destination Expo. Was renamed ASTA Destination Expo

(ADE) in 2013.

The conference was developed from intensive industry

research which confirmed that active travel agents would

like:

Out-of-country training in order to receive specialist

credentials

In-depth knowledge of specific countries presented in a

comprehensive business format.

The first Expo was held in Prague in March of 2006 and

attracted over 1,200 participants from 40 countries. Since

then, the ADE has been attracting many hundreds’agents and tour operators globally and has become the industry’s #1 event for destination training.

80+% of all travel booked through

agency distribution channels

is booked by ASTA agents

American Society of Travel Agents ASTA (American Society of Travel Agents) is the world’s

largest and most powerful association of travel agents.

Our members include travel agencies, travel sellers and

the companies whose products they sell: cruise lines, tour

companies, hotels, car rental companies, destinations and

technology companies. ASTA is committed to the professional

development of its members through specialized education,

extensive networking, comprehensive industry information,

exceptional conferences and business tailored trade shows.

$152 billion(63% of market) - Total ASTA

agency travel sales including

online agencies

Membership: ASTA is the world’s largest travel agency trade

association. Members include the largest and smallest travel

agencies, from Expedia and American Express to the home-

based agent.

Membership structure includes:

39 Corporate Advisory Council (CAC) - Comprised of the heads of the largest travel agency organizations i.e. consortia, franchise organizations, independent agencies, OTA’s, and TMC’s. To qualify, annual revenue must exceed $50,000,000

156 Premium Members (representing 2,209 managers and employees) - Revenue generally exceeds over $20,000,000 a year

2,503 Core Members – Growing, qualified and hard-to-reach agencies with potential reach of 37,545 agencies

1,035 IATA-appointed International Members in 140 countries

Over 40% of agencies have a retail

location with multiple employees. The second

largest percentage is home-based agencies

with multiple employees.

78% Percent of sales are leisure products. Corporate sales make up the remaining 22 percent of sales.

Government AffairsASTA is the leading advocate for the travel industry. This

department represents the rights of travel agents and the

traveling public on Capitol Hill and in state legislatures.

Recent projects and success stories that may impact

international tourism include:

Visa Waiver Program Transparent Airfares Act

Code-Share NDC

Hazmats Compliance Regulations

85%

of exhibitors say the ASTA Destination Expo gives

them ample time for networking with agents

98%

of attendees of ASTA’s Destination Expo plan to use the supplier contacts they gained at the ADE for future bookings

60%

of ADE exhibitors made more than twenty good contacts for future business

ASTA Destination Expo

THE FACTS

The ASTA Destination Expo (ADE) brings travel agents from

around the globe to train as host destination experts. The

event includes:

• Intensive destination education—travel agents can become host country destination experts at the conclusion of the conference

• Business-oriented trade show with exhibition hall booths and one-on-one business appointments

• First-hand travel agent experience through informative sightseeing and pre- and post-tours

Trade ShowThe ADE trade show features: Suppliers from the region,

gives suppliers a chance to meet with agents without the

expense of travel to the U.S or the logistical challenges of

a U.S. road show. The focused trade show allows the host

destination to showcase its local and regional industry

supplier partners to agents who have interest in developing

partnerships with the suppliers.

One-on-one, pre-scheduled business appointments ensures

that important connections are made between attendees

and the exhibiting companies.

Destination Specialization Course Destination Immersion: Intensive training courses that focus

on the hosting region, giving agents the chance to receive

in-depth training. Agents who take these destination focused

courses receive a certificate at their training.

The 2008 ADE in Lyon featured specific destination training

on Lyon, France and additional education on topics such as:

Culinary

Architecture

Wine

Rail Travel

Niche Tours

Regional

In 2010 ADE in Istanbul featured a Destination Specialization

Course on how to sell Turkey. ASTA created the course

specifically timed to debut at the 2010 ADE event.

Host ADE destinations that do not have an existing

Destination Specialization Course available to travel agents

may work with ASTA to create this training to take place

during the ADE.

The destination may also make this specialization course

available to agents worldwide after the ADE has concluded.

This is an investment in education that will provide long term

benefits for the host destination.

“Events such as this don’t happen every day, and we grabbed the opportunity to maximize it as best we could.”

~ Robyn Christie, CEO of the Association of South African Travel Agents

Local Sightseeing The Destination and Surrounding Regions: The ADE offers

the host destination the opportunity to showcase to the travel

agents both half and full day tours so agents may immerse

themselves in a first hand experience of the charms and sites

of the city and surrounding region.

Typically 500 to 1,000 attendees take these tours and

experience the unique and exciting attractions of the host

venue.

Pre/Post Regional ToursThe host destination may gain maximum exposure by

curating pre and post tours. Hundreds of agents take these

tours to further their knowledge of the region. Participating

companies may highlight their tours and company services

by allowing the agents to experience their hospitality

first-hand. Single Country and Multiple Country tours are

welcome.

76%

94%

of our attending agents rate ASTA’s Destination Expo as “the best” destination event

of attendees of ASTA’s Destination Expo are likely to recommend this event to another agent

Research Proves It: ADE Works2014 Merida, Mexico ADE Attendees:

• 24% travel agents were international

• Travel agencies in attendance represented an estimated

$292 million in travel spend

• Only 10% of agents had visited Merida before the ADE

• 89% of Merida ADE attendees are more likely to do

business with a Merida sponsor

Title of Attendees % Share

of responses

Front-line Agent [Agency Employee] 12%

Independent/Self-Employed 12%

Travel Agency Owner/Manager 68%

Other 7%

Agency Sales in Past Year% Share

of responses

Less than $250,000 52%

$250,000 - $1 million 23%

$1 million - $5 million 20%

$5 million - $25 million 4%

Over $25 million 1%

“I can’t stress enough the value that each ADE I’ve attended has provided for my business. As an agent we all recognize the importance of familiarizing ourselves with a destination. The ADE’s go well beyond that goal by offering in-depth destina-tion training which is crucial to my abilities to sell a location.”

~ Steve Powers, Hidden Treasure Tours

2013 Dubai ADE Attendees:

• Travel agent attendees at the Dubai ADE represented $585 million in travel spend

• 61% of the attendees at the Dubai ADE were owners/managers. The rest of the attendees were frontline agents

• Attendees at the Dubai ADE primarily sold leisure, but

50% also sold corporate, MICE or a mix of travel types

• Only 10% of agents had visited Dubai before the ADE

• Only 11% of agents had booked travel in the past year to Dubai before the ADE

100%

of exhibitors said that the attendees at ASTA Destination Expo were the correct targets and management level that they wanted to meet

PromotionASTA does tremendous visuals and marketing that serve to

promote your destination. The ADE program includes a year-

long marketing and advertising campaign with a retail value

close to 1 million US dollars.

Communications: ASTA works closely with each of the major

U.S. travel trade publications to promote our association and

its efforts:

Travel Weekly (circ: 48,172) Travel Agent ( circ: 50,000)

TravelPulse (circ: 70,000) TravelAgeWest (circ: 61,000)

Recommend (circ: 34,134) Travel Market Report (circ: 40,000)

Seventy travel trade publications and 123 reporters receive

ASTA press releases. ASTA sends targeted press releases to

444 international reporters and 375 consumer travel outlets.

ASTA’s daily and weekly e-newsletter reaches 30,000

subscribers.

ASTA Destination Expo Snapshot

2006 Prague, Czech Republic

2007 JeJu, Korea

2008 Lyon, France

2009 Sun City, South Africa

2010 Istanbul, Turkey

2011 San Juan, Puerto Rico

2012 Lima, Peru

2013 Dubai

2014 Merida, Mexico

2015 Marrakech, Morocco

Accepting bids for 2016 and beyond

Investing in Your DestinationYes, the ADE does take an investment of time and money. But when you add your promotional costs to purchase trade advertising, conduct “fam” trips, sponsor receptions and dinners and other forms of advertising over a 12-month period, do you receive the same return on your investment?

ADE is a collaborative effort between the destination, the entire staff of ASTA and the ASTA agency member community at large. When these three powerful entities join forces, great things happen.

Susan SheatsVice President, Business Development

ssheats@asta.org703.739.6870

675 N Washington St, Ste 490, Alexandria, VA 22314ASTA.org

ASTA.org Travelsense.org @ASTAAgents

Susan SheatsVice President, Business Development

ssheats@asta.org703.739.6870

675 N Washington St, Ste 490, Alexandria, VA 22314