For many in the industry, travel trade shows for agents are a yearly calendar highlight. They promise new connections, insider knowledge, and the buzz of discovering what’s next in travel. But with the cost of travel, accommodation, and time away from your desk, it’s fair to ask: are they really worth it? The short answer is yes—but only if you approach them strategically.
In this article, we’ll explore the real value of travel trade shows, how to choose the right ones for your business, and what you can do to make them pay off long after the event ends.
Why Travel Trade Shows Still Matter for Agents
In an increasingly digital world, you may wonder whether face-to-face events are outdated. The reality is quite the opposite. Here’s why:
- Direct supplier access – Trade shows bring airlines, tour operators, cruise lines, and hotel brands under one roof, giving you instant access to people you’d normally only email.
- Exclusive launches and deals – Many suppliers announce new itineraries, routes, or agent-only offers at these events before they appear anywhere else.
- Networking that lasts – Meeting someone in person builds trust faster than LinkedIn ever could. Relationships formed at trade shows often translate into long-term business partnerships.
- Education and inspiration – Seminars and workshops are packed with insights, from destination updates to marketing hacks that you can apply immediately.
- Brand visibility – Even as an independent travel consultant, attending shows raises your profile. The more people recognise your face, the more likely they’ll remember your business when opportunities arise.
The Real ROI: What Agents Gain from Attending
It’s easy to see the upfront costs of attending—tickets, transport, and days away from enquiries. The harder part is quantifying the return. Here’s where trade shows prove their value:
- New supplier relationships: Agents often discover boutique operators or niche DMCs that competitors don’t yet work with. This helps you craft unique holidays for clients.
- Lead generation: Meeting new contacts can lead to client referrals or partnership opportunities that simply don’t come through online channels.
- Faster problem-solving: Once you’ve met a supplier rep in person, issues with bookings are often resolved more quickly.
- Skill development: Attending training sessions counts as continuing professional development, giving you an edge in an ever-changing industry.
- Motivation boost: Being surrounded by passionate peers can re-energise your business outlook—especially valuable for homeworkers who often work alone.
Choosing the Right Travel Trade Shows for Agents
Not all trade shows are created equal, and not every event will deliver value for your specific niche. Here’s how to decide which ones deserve your time:
- Relevance to your market: If you sell mainly luxury travel, ILTM (International Luxury Travel Market) is worth more to you than a mass-market consumer fair.
- Size vs. intimacy: Huge events like World Travel Market (WTM) offer breadth but can be overwhelming. Smaller regional events often provide deeper conversations.
- Cost-to-value ratio: Look at travel expenses, ticket fees, and time investment compared to the potential suppliers or learning opportunities you’ll gain.
- Destination focus: Some shows specialise in areas like cruises, adventure travel, or LGBT+ travel. Aligning with your niche ensures maximum relevance.
- Hybrid opportunities: Increasingly, events offer virtual options. While not a substitute for being there, they’re a cost-effective way to access content if budgets are tight.
How to Maximise the Benefits of Trade Shows
Walking into a trade show without a plan is a fast way to waste time. To ensure ROI, follow these steps:
- Pre-schedule meetings: Many events have appointment systems. Use them. The best suppliers’ diaries fill up fast.
- Research who’s attending: Highlight must-meet suppliers and target them first.
- Set goals: Do you want to leave with three new supplier contacts, attend two training sessions, and secure at least one exclusive deal? Write it down.
- Network beyond stands: The best conversations often happen at coffee breaks or evening receptions.
- Follow up immediately: Send thank-you emails within 48 hours. This cements connections and ensures you’re remembered.
The Downsides Agents Need to Consider
It’s important to be realistic: trade shows aren’t without drawbacks.
- Time away from clients – While you’re networking, enquiries may be delayed. Automation and setting expectations with clients is key.
- Information overload – With hundreds of suppliers vying for attention, it’s easy to feel overwhelmed.
- Costs – Accommodation, flights, and tickets can add up quickly. Smaller independent agents need to budget carefully.
But the truth is, these downsides are manageable with preparation. The potential for long-term benefits—new suppliers, exclusive offers, and knowledge—far outweighs the challenges.
Jamie Says:
“At the beginning of my travel career, I underestimated how powerful trade shows could be. Meeting suppliers face-to-face gave me insights and opportunities that simply weren’t available online. Even today, I find that the connections made at these events often shape the future of our business. The key is to attend with purpose—go in knowing what you want to achieve.”
Protections When Booking with The Independent Travel Consultants
When you meet new suppliers at events, you want to feel confident that your clients are protected. That’s why, as part of The Independent Travel Consultants, every booking benefits from:
- ATOL protection for flight-inclusive holidays.
- Protected Trust Services (PTS) membership, keeping client money secure.
- Supplier Failure Insurance and Scheduled Airline Failure Insurance, ensuring peace of mind even in unexpected situations.
These protections mean that while you’re expanding your supplier base, your clients’ bookings are always safe.
Final Thoughts: Are Travel Trade Shows Worth It for Agents?
If approached with strategy and clear goals, the answer is a resounding yes. Travel trade shows for agents deliver networking, knowledge, and inspiration that no webinar or email chain can replace. They’re an investment not just in your current business but in its future.
For independent consultants especially, these events are a chance to stand shoulder-to-shoulder with major players in the industry and show that you belong at the table. Go prepared, follow up, and you’ll find that the benefits continue long after the exhibition halls have closed.
Shape Your Future in Travel
Thinking about your next steps as a travel agent? At The Independent Travel Consultants, we help our members make the most of opportunities like trade shows, while giving them the freedom to run their businesses their way.
If you’d like to join a supportive network where your growth is our shared goal, get in touch today. Together, we’ll build a business that thrives—both on the show floor and beyond.
