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Holding events drives tourist bookings by 320%

After a few complicated years with the restrictions derived from the pandemic, many sectors are beginning to see the light. Especially the touristThanks to the celebration of events and congresses.

The European forecasts grow by 80% as for the number of expected reserves, with a 200% increase in travel requests. In this context, Spain and Turkey top the list of most popular destinations, according to the World Travel and Tourism Council (WTTC). In addition, as a result of the celebration last January in Madrid of the International Tourism Fair (FITUR), Spanish tourist reservations in the first half of 2022 increased by 320%; a number that exceeds the European average.

The need to celebrate these events is vital for many companies that need to carry out projects, seek investors or consolidate their image. The influence of these events breaks borders and unites individuals and companies under the same concept.

Although these figures are subject to the evolution of the Covid and the management of this sector and its services, Jacqueline Ruiz, professor at Ostelea Tourism Management School, maintains that: “companies must be aware of the latest trends and know all the areas in which the organizer moves; in addition to having a good and extensive network of collaborators in all its categories”.

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Events: key factor for the recovery of the tourism sector

A large part of the tourist revival is subject to hosting events organized on an international and national scale. Holding events involves a series of tourist, economic, labor advantages, as well as consequences for the environment; that intertwine as if it were a cycle.

The increase in visitors favors large investments, local trade and encourages employment. On the other hand, due to the reception of the attendees, the organization and the deployed infrastructures, the environmental situation is altered. “Increasingly, personalized event design is required, to surprise the attending public, with an interconnection between the digital and the physical”, adds Mrs. Jacqueline Ruiz.

The visitors to the events vary according to the theme of the event, which can be automobile, technological, tourist or gastronomic, among others. In addition, the companies that participate in this type of event are usually those with more capital, since these types of celebrations represent a large investment. It is for these reasons that most countries struggle to welcome within their borders the as many congresses and fairs as possiblein addition to being useful to promote the brand of that territory and, thus, generate some profits.

Ms. Jacqueline Ruiz highlights “The difference between clients such as startups, who seek to make themselves known in the market, and those who are already mature or have experience in the market, who seek to surprise through their achievements and strategies”.

Forecast events 2022: Mobile World Congress

A clear example is the Mobile World Congress (MWC), an annual fair that presents world technological and telephone news. In this case, this edition that hosted the city of Barcelona between February 28 and March 3, 2022, revolved around six themes: 5G connection, advanced Artificial Intelligence, CloudNet, financial technology, Internet of everything and technological horizon. In addition, there were more than 1,500 exhibitors at the Mobile World Congress 2022 celebration

As well communicated from health institutions, the different variants of Covid-19 and its course can slow down or facilitate the recovery of the sector. The Ostelea school defends the need to apply metrics to measure the success of events and know how to act based on more ethical and sustainable work that does not put the health of attendees at risk.

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