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How the U.S. Travel Association broke Chinese delegate records at IPW 2018

The U.S. Travel Association appointed East West Marketing to recruit Chinese outbound travel professionals and journalists to attend IPW, the nation’s leading international inbound travel trade show. An East West Marketing representative was also appointed as International Advisor Chair as China is now the most active long-haul market for the U.S.

In 2018, the U.S. Travel Association faced a series of challenges. The IPW host city of Denver is not a major destination for China’s travel industry. Additionally, its conference dates were near peak summer season (May 18-23), the show requires a registration fee from registered leisure buyers, and buyers need to pay for their own international airfare. Over this same time period, there are other tourism exhibitions inviting buyers to attend on a complimentary basis.

OBJECTIVE:
To promote IPW to China’s travel industry, attract more outbound travel professionals and journalists to attend IPW, and increase Chinese buyers’ appointments with U.S. suppliers and exhibitor

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