Travel’s new landscape

October 19, 2022

We were proud to deliver The Travel Convention in Marrakech – ABTA’s first overseas Convention in three years. We were responsible for the event management, delegate management, content development, event marketing, sponsorship sales, speaker management and technical production of the three-day event.

Held at the 5-star Mövenpick Hotel Mansour Eddahbi Marrakech, the Convention began with an evening Opening Ceremony, Welcome Party and Convention Bar before the business sessions commenced the next day.

Expertly moderated by Chris Ship, ITV News Presenter and Royal Editor, the Convention was themed, Travel’s New Landscape. Attendees heard from a range of industry leaders about the challenges to overcome, lessons to learn and the exciting possibilities to embrace as the travel industry navigates a new landscape together. Throughout the business sessions, there was a focus on sustainability with James Thornton, CEO of Intrepid Travel and a panel of industry experts addressing how the travel industry can be more sustainable and equitable. ABTA and Deloitte also launched a Climate Action Guidebook for the industry.

Rt Hon Rory Stewart OBE reflected on the shape of global politics and explored travel’s important role in helping to address global poverty whilst Lewis Goodall, co-host of Global’s podcast – The News Agents – shared his expertise on the current political stories dominating the news. PwC presented proprietary research into how the changing UK economy will impact consumers from a travel perspective and guest speaker Christine Armstrong shared big data about current workplace trends to help leaders better understand how to make the new world of work ‘work’ for everyone.

There was a focus on travel marketing and delegates heard from award-winning travel duo Hand Luggage Only about the power of influencer marketing. Eleanor Mills, Founder of Noon, talked about how brands can connect with ‘Queenagers’ – women in midlife, a financially lucrative group – whilst 17-year-old social change activist Jenk Oz shared how leaders can tap into Gen Z – a generation that now represents 32% of the global population.

The imperial city of Marrakech proved to be the ideal location for delegates to meet to discuss the future of the industry and in her closing presentation, guest speaker Alice Morrison, Scottish Adventurer and author of Walking with Nomads, reminded the audience why Morocco is such a special and unique destination.

Throughout the three days, there were ample opportunities for attendees to experience Marrakech through excursions and various social functions organised by the Moroccan National Tourism Organisation. Highlights included a theatrical show and immersive multimedia experience at the Welcome Party at Meydene, and a Host Party complete with Moroccan cuisine and traditional entertainment at the Beldi Country Club, a five-star luxury hotel nestled in six hectares of rose gardens and olive trees.

Our thanks to Morocco for being such collaborative destination hosts for us to work with and to ABTA for trusting us to organise and stage their 69^th annual Convention in Marrakech.

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