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What’s on at World Travel Market 2017


What’s on at World Travel Market 2017

Steve Keenan

October 29, 2017

WE are delighted to be back at World Travel Market to deliver seven world-class seminars on best use of social media in today’s travel and tourism industry.

The pace of change has, if anything accelerated since we introduced the social media seminars to WTM back in 2011. But we stay abreast of developments and have another cracking line-up of speakers at this year’s show.

Screen Shot 2017-10-29 at 18.50.52 We are also delighted to welcome our sponsor Four Engage, which makes smarter use of data to uncover actionable insights; identify, classify and target high-value audiences and influencers and deliver more effective content and campaigns.

* We will be using SlIDO again on the Global Stage. This allows attendees to join the debates via their mobile devices with #WTMLDN. During the Q&As, the most popular questions will be displayed on the feedback screen, where you will be able to see them clearly. There will be a member of SLIDO team filtering the questions.

Here’s what to expect from us at WTM this year:

10.30am-12noon, South Gallery Room 7&8

Selling the Silk Road: unite and conquer

A Silk Road seminar jointly organized by the World Tourism Organization (UNWTO) and Travel Perspective, and supported by WTM London. To register for this seminar click here #SilkRoadNOW

Screen Shot 2017-10-29 at 19.22.4910.30: UNWTO Silk Road Programme Overview.
Showing how the UNWTO works with 33 countries and numerous project partners to foster sustainable tourism development along the Silk Road. As the route attracts increasing global attention, we also look to the future with regards to brand positioning, transnational route development and capacity building projects.

Speakers include:
Zhu Shanzhong, Executive Director, World Tourism Organization (UNWTO)
Alla Peressolova, Head, UNWTO Silk Road Programme
S. M. Ghulam Farooque, Secretary, Ministry of Civil Aviation and Tourism of Bangladesh; Chairman, Bangladesh Tourism Board

10:50am: Panel Debate: how to market and sell a transnational tourism route like the Silk Road?

Once acclaimed as the “greatest route in the history of mankind”, modern-day travellers experience the Silk Road as a myriad of interconnected routes, incredibly rich in natural and cultural heritage, but spread across various countries throughout Asia, Europe and the Middle East. Is it feasible to promote the Silk Road as an overarching tourism route? Is dividing the Silk Road into thematic themes or cluster regions the road to success? What role can marketing and social media play in promoting the Silk Road?

Jonny Bealby, Managing Director, Wild Frontiers
Lyn Hughes, Editor-in-Chief, Wanderlust Magazine
Andreas Janz, Managing Director, China Tours
Steven Hermans, Editor, Caravanistan: The Silk Road Travel Guide

Moderator: Steve Keenan

1.25: Welcome to the Travel Perspective social media seminars
Introduction by Steve Keenan and Mark Frary

Screen Shot 2017-10-29 at 19.05.592pm-2.55pm, WTM Global Stage, AS1050

Face to face with Terry Jones, founder and chairman, Wayblazer

Best known for founding and serving as founding Chairman of, Terry Jones has become a powerful voice in the world of entrepreneurship through his numerous speaking engagements and the publication of his book, ON Innovation.

His career path has established him as a thought leader on innovation in our increasingly digital world. Today he is the Chairman of WayBlazer and managing principal of ON Inc, a consultancy he founded to help companies in their transition to the digital economy. Interviewer: Mark Frary

Screen Shot 2017-10-29 at 19.18.263pm-3.45pm, WTM Global Stage

How can social media help World Heritage sites manage tourism sustainably?

How can UNESCO World Heritage sites work with social media platforms and Instagrammers and bloggers to promote themselves? Our panel of representatives of sites and key influencers discuss using the right channels to market, working with local guides and businesses and the challenges of overtourism in this International Year of Sustainable Tourism for Development.

Peter deBrine, senior project officer, UNESCO World Heritage and Sustainable Tourism Programme
Gary Arndt, travel blogger (who has visited 335 UNESCO World Heritage sites), Everything Everywhere
James Rebanks, hill farmer and author, A Shepherd’s Life
Carlo Caroppo, social media manager, Pugliapromozione
Josef Ciglansky, Social Media Manager, Czech Tourism

Moderator: Steve Keenan

1.25pm-2pm, WTM Global Stage

1.25: Welcome to the Travel Perspective social media seminars
Introduction from Kath Ludlow, managing director, Four Engage

Facebook: two billion and counting
Mark Frary in conversation with Vanessa FitzGerald, sales director, Northern Europe, Facebook

According to Facebook statistics, two thirds of its UK users are interested in travel. Globally, that suggests a market of more than 1.3 billion. There’s no doubt that Facebook and its siblings Instagram and WhatsApp are social media heavyweights when it comes to travel. We hear how the company is helping travel and tourism businesses target that army of travellers in innovative ways. We also find out how Facebook is facing up to its very public problems.

Screen Shot 2017-10-29 at 18.02.432.05pm-3pm, WTM Global Stage

Is influencer marketing the way forward for destinations?

Brands and agencies struggled in 2017 to understand and harness influencers. They demand a lot but many deliver very little. But there are some very good ones delivering a great deal, and increasingly offering up creative solutions as well as audiences. But how do you find them? Should you pay them? And are those audiences actually being influenced?

James Street, co-founder, Whalar
Mark Henshall, Head of Content, Qubist
Jaume Marin, marketing director, Costa Brava Girona Tourist Board
Debbie Hindle, managing director, Four Travel
Danica Calderhead, brand strategist, Dash Hudson

* Read Mark Henshall’s guest blog: RIP Influencer Marketing, long live Influencer Marketing 2.0

Moderator: Steve Keenan

3.05pm-4pm, WTM Global Stage

Why destinations have to change how they sell themselves

AirBnb and Visit Sweden have worked together to sell the country while Visit Jersey is leaning heavily on video content served up alongside life accommodation and tour offers. AirBnb has also launched Trips, turning hosts into centres of information. Is this hybrid model the way forward?

Enver Duminy, CEO, Cape Town Tourism
Aisha Shuaibu, Host – When Night Falls in London nightlife experience tour, AirBnB
Jenny Jonevret, Senior Project Manager, Visit Sweden
Keith Beecham, CEO, Visit Jersey

Moderator: Mark Frary

4.05pm-5pm, WTM Global Stage

Screen Shot 2017-10-29 at 20.27.44The best of social media, 2017

Following on from Sweden and AirBnB, we present our annual challenge to find the Awfully Entertaining Social Media (Awesomes) of 2017. In 2015, the winner was Iceland with its brilliant Ask Gudmundur campaign, and last year it was Visit Finland and its Polar Night Magic campaign. Will the accolade head north again in 2017? We present the finalists, a panel of industry judges and incorporate an audience vote to find the Awesome Winner of 2017, the highest industry recognition.

The Faroe Islands Translate Project, presented by Levi Hanssen, Content Manager at Visit Faroe Islands
The Austrian National Tourist Office – #ayearinaustria project, presented by Klaus Ehrenbrandtner
Sandra Doig, Inbound Tourism Deputy Director of The Peru Tourism Board (PROMPERÚ) presents the Suitcases of Peru project
Exodus – the Exodus Heroes/People project, presented by Jae Hopkins, marketing director Exodus Travels
The Iceland Tourist Board hardest karoake song project, presented by Dadi Guðjónsson

Kath Ludlow, managing director, Four Engage
Kash Bhattacharya, blogger, The Budget Traveller
Benji Lanyado, founder, Picfair
Jennifer Howze, co-founder, BritMums

Moderator: Steve Keenan

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