The idea of having exhibition booths in an open space or even a hall, each promoting their business, seems like a market day. Over the years, travel expos have morphed into intimate spaces that allow for conversations, stronger connections with the brand, and ultimately, loyal clientele. They are themed to serve a certain need, and all exhibitors align their products to meet that need. It has become almost impossible to attend an expo with a specific need and leave without a solution, as they have become more targeted.
The primary purpose of an exhibition in every industry is brand positioning and boosting sales. It is a marketing strategy that seeks to engage directly with potential clients while collecting one-on-one feedback from them to curate personalized products or solutions, or to make existing products better serve their needs.
The Kenya Association of Travel Agents (KATA) is among the organizations that have embraced the idea of impactful exhibitions in the travel and tourism space. In addition to partnering with like-minded organizations such as Houston Marketing, which recently held the Nairobi Spotlight Expo, and Sarit Expo Centre, a key player in hosting sector-focused events, the association has found a way of blending its signature events with a touch of exhibition. The just-concluded 2025 AGM & Convention held at PrideInn Paradise Beach Resort in Mombasa brought this out perfectly.
Looking ahead, KATA will host another great experience, the KATA Innovation and Exhibition Forum, set to take place at Sarit Centre Expo from 11–12 September 2024. This platform will offer yet another opportunity for travel professionals to network, showcase innovations, and connect with targeted markets.
Having a stand or an exhibition booth is one thing, but getting visitors is another. In travel exhibitions, motivations to visit a stand vary from acquiring information about a product to buy, fishing for special or discounted deals, being attracted by the booth’s aesthetic design, being familiar with the brand, or simply wanting to connect with the exhibitors.
As a sales promotion opportunity for exhibiting partners, KATA made an effort to ensure that at least 65% of the delegates at the 2025 KATA AGM & Convention visited the booths. The association designed a special card to be signed by exhibitors after a visit. Delegates then dropped the completed card into a raffle bowl to win special prizes. While there are obvious gaps in this strategy, it ensured that the booths did not remain empty.
Exhibitors included Sarova, Delta Airlines, Swift Response, Tbo.com, Triply.co, Mira Heights, Sapphire Hotels, Telvoip, Vipingo Development, WebBeds, Kenya Airways, TAAG Angola Airlines, Visa, Jambojet, Skyward Airlines, Amadeus, Flightlink, The Route Stop, White Star Cruise & Travels, Nucore, The Tour Designers, Tengesi Collection, NBCAIG Insurance, and Mira Heights. They appreciated the forum as a well-curated space for direct engagement, lead generation, and brand exposure. With increasing specialization and targeted experiences, travel expos are fast emerging as the next big thing in tourism marketing.
By Felix Wakiuru
