The strategic role of tourism trade fairs in the new age of tourism

Abstract

Tourism trade fairs have played an important role in the industry, facilitating the sales function of companies in the Fordian phase of tourism. In the new age of tourism, their mission is more complex: they contribute systematically to the competitiveness of companies and clusters, strengthening their information function. This article examines the implications for tourism company policies in this new age, as well as the current and potential contribution of tourism trade fairs to improving each one of Porter's competitive factors: demand, input factors, supporting industry and company structure. Finally, the article recommends strategic guidelines for the development of tourism trade fairs, and for optimizing participation in these events.