Tourism continues to be an area of growing importance in the route development industry, a factor that is reflected each year at World Routes.
This time, the Tourism Theatre will play host to a series of ministerial destination briefings, where delegates will have the opportunity to hear the latest strategies employed by the world's tourism organisations to drive visitor numbers to their destinations.
During these briefings, invited delegates will be shown both quantitative and qualitative evidence, and details of each destination, including:
- identified underserved source markets, which require new or increased air services to their destination
- strategic plans and ambitions for their tourism industry
- route support initiatives for airlines and tour operators.
These briefings will provide World Routes delegates with a superb opportunity to gather market intelligence from the most senior members of the world's tourism authorities. Speakers already confirmed include: Mounir Fakhry Abd El Nour, Egyptian minister of tourism; Fadhil Al-Saaegh, chief executive officer for Iraq Tourism-Al-Rafidain; Nayef Al Fayez, director general of the Jordanian Tourism Board; Joel Morgan, honourable minister for tourism for the Seychelles; and Alberto Lim, honourable tourism secretary for the Philippine Ministry for Tourism.
The social aspect
Social media is a hot topic right now, with more businesses using this platform to get their message out to potential and existing customers. It is changing the face of how we contact and communicate with each other, making it an ideal discussion topic for this year's Routes Talks programme.
A dedicated theatre will explore how social media is being used within the industry, with presentations from key industry experts in the field, together with first-hand accounts from airlines and airports explaining how it works for them.
Justin Meyer, manager of air service development for Kansas City Airport, will discuss whether social media can replace traditional marketing methods for smaller airports. Christi McNeill from Southwest Airlines, who manages a very successful corporate social media strategy, will also give advice on how to generate followers and what to do when you have them. With many other speakers already signed up, the Social Media Theatre looks set to host a range of very interesting and informative talks.
Cargo is playing an increasingly significant role at World Routes and last year the Vancouver event saw a record number of cargo businesses in attendance. This year it looks set to feature more cargo carriers than ever before, with registrations from first-time attendees such as Air Canada Cargo and Saudi Arabian Airlines Cargo; the latter's director of cargo sales, Steve Manser, has already agreed to speak in the Seminar Theatre, which is dedicated to the cargo community. Other notable cargo carriers attending this year's event are UPS and Air China Cargo.
World Routes also sees the return of FedEx Express, the largest cargo carrier in the world. Daniel Meysmans, senior advisor airport development for FedEx, will give a unique insight into how best to approach the airline in the Cargo Seminar Theatre.
The diversity and calibre of the Routes Talks programme, which is open to all attendees as part of their delegate fee, is designed to add further valuable content to the event programme.
Gerard Brown, International Tourism Development Director
Tel: +44 161 234 2730