WORLD TRAVEL MARKET eases proudly into its first quarter of a century this year (Monday 8 � Thursday 8 November, 2004, London ExCeL) after facing a death sentence before it was born.

It has stubbornly defied bleak predictions that it couldn�t exist, let alone survive, and has overcome obstacles ranging from labour disputes to terrorist calamities.

Today, it is recognised as one of the most successful business exhibitions worldwide but, more importantly, is viewed as the only forum where the industry can come together in an exclusive environment.

�Business effectiveness� has become key bywords for World Travel Market. Over time, the organisers have revolutionised the exhibition industry, changed the mindset of the industry and how it does business, as well as helping to mirror the rollercoaster turmoil of many global crises and economic downturns along the way.

It has also seen the emergence of many new destinations, particularly in Africa and Eastern Europe, the introduction of new technology that has radically changed how the industry works and services holidaymakers, the blossoming of new markets such as youth, cruising and the over 50�s, as well as helping to debate controversial issues such as the role of travel agents and the trend towards dynamic packaging.

Exhibiting countries have reached 191; exhibitors soared from 220 in the first year to 5,115 in 2003, when there were more than 46,000 visitors.

Since its �birth�, World Travel Market has outgrown two London venues, Olympia and Earls Court, to arrive at the new modern facilities at ExCeL.

And has been opened by six royals, including Princess Diana, and high-profile personalities have attended the event, ranging from Queen Rania Al-Abdullah of Jordan to the England football manager Sven Goran Eriksson.

Independent research has shown that business is an important aspect of why so many exhibitors and visitors flock to the event every year. The average total value of business conducted by each exhibitor, for example, is creeping towards �100,000, but organisers stress that while a vast amount of business is instigated at the exhibition, thousand of pounds worth of further commerce is followed through in the months afterwards.

�It�s a global meeting place for the industry that, despite the advent of massive technology development, will never be displaced, said Fiona Jeffery, Group Exhibition Director.�The evolution of the event over the years has allowed us to deliver to the travel industry a focused business-to-business four-day exhibition that delivers real business contacts for the whole of the world�s travel industry.

� Its unique in that an entire industry can get together to target and network, identify new markets, build business relationships and do critical business is face to face.

�But there is one more factor that has given us the edge. And that is the absence of consumers.

�When you are holding a business meeting on a stand, executives simply do not want the distractions when families are present and are understandably looking for a fun day out. But when World Travel Market first opened 25 years ago, holidaymakers were part and parcel of the overall formula.

The man who changed that was Tom Nutley, now Chairman of Reed Travel Exhibitions, owners of WTM, who took over complete control as Exhibition Director in 1985.

But it was another major policy change in 1992 that was to radically change the thinking behind exhibitions. It was not an easy change - or one that was readily accepted initially by worried exhibitors.

�Creating the Meridian Club for international buyers, �said Mr. Nutley, �allowed us to differentiate between the visitors who wished to have serious on-site meetings and those visitors who were primarily seeking information.

�In that first year of the Meridian Club the opening day of the event was reserved for proven buyers. This exclusivity restricted the attendance and allowed these key buyers the opportunity and the time to sit quietly and have quality time with the exhibitors with whom they wished to do business.

�This concept was unique at the time in the exhibition industry.�

The introduction of the new club took a steady nerve!

Exhibitors were anxious that the unusual step of actually reducing numbers on the opening day would be counter productive. But the initiative was so successful that within four years the Meridian Club had been extended to two exclusive members� days.

The club is now one of the industry�s most popular and successful in the world.

Test of Time In those early days there was one other decision that has stood the test of time.

World Travel Market is totally non political. And regardless of pressure from many quarters over the years to ban a country from participating, the organisers have stood firm.

They believe that travel and tourism can be a powerful force for good in helping nations to understand cultural and religious differences.

Situations such as the anti-apartheid movement, the division of Cyprus and the confrontation between China and Taiwan are just some of the many political incidents that spilled into the tourism domain where WTM was bombarded by various authorities and governments to favour one view or another.

Despite such difficulties that by their very nature were often bitter and sensitive, World Travel Market has held rigidly to a policy that if a destination or company has a tourism product they are entitled to showcase it at World Travel Market. Political issues take no part in their participation.

Little did the organisers of the first World Travel Market realise that the event was to play such a serious role in international relations.

Sweet Success

Leonard Pearcey, who has worked at every one of the 25 shows orchestrating the stage productions, recalls the moment when they knew that despite the doubters and sceptics, who had kept up a barrage of criticism during the year before they first opened the doors, World Travel Market was here to stay.

�I recall vividly being on the balcony of Olympia�s National Hall at the close of the first year, watching exhibitors join in the dancing on the stage with Frank Boiteux and his PA Jane Cassell, later to become event director herself.

�Frank turned to me and said: �I think we have a success on our hands.�

When Princess Diana came to WTM

A vivid recollection is 1985.

�Princess Diana opened the exhibition. As the then wife of the future King of England, she was the most famous woman in the world. The security was fearsome and not surprisingly the applications for opening ceremony tickets were enormous. Everybody wanted to be there. You couldn�t move because she made such a massive impact.

�There was a school choir from Hammersmith, in London, and children in representative costume with the country�s national flower � it had to be the real thing - to be made into a bouquet for the Princess.

�A woman sat by the stage arranging the flowers as the handed them over. At rehearsal, the Dutch lad kept chewing his tulip!

�It had been agreed with the Palace that the last flower would be given over by little fair-haired Jamie, Mr England, in three-piece suit and bowler. He would step forward, doff his hat and Diana would take his hand and lead him onto the stage, where she would be surrounded by the kids and given the bouquet.

�People were crying buckets!�

The 21st had a hefty hiccup. When children tugged at a net of balloons they failed to release. �I said �Terribly sorry. Can we have a fanfare, please?� The Scots Guards obliged. Everybody laughed to hide embarrassment although steam was coming from some ears.

�When these things eventually came down they had to be burst and security nearly died because it sounded like gunfire!�

Steadying Nerves

Fiona Jeffery, who took over as Group Director in 1993, recalls the battle to hold steady nerves after 9/11 � perhaps the most difficult moment the event has faced.

�Who of our generation can, or will, ever forget 2001?� she says. �It has been described as the Day the World Changed.

�It had a massive impact on me, and my role, at World Travel Market and evokes the most amazing chain of memories. On top of that, though, it also reawakens tremendous pride.�

The WTM team took up the mantle of helping tourism and travel pull through its latest and biggest crisis.

She continued: �The industry has always faced terrorist threats but nothing of this magnitude.

�There were question marks as to whether WTM should consider cancelling for that year. In fact, there was a widespread assumption that we would.

�That never crossed my mind. World Travel Market had to signal to the whole world that travel and tourism was wounded by would never die.�

There have been other challenges too.

The move from Earls Court to London�s ExCeL was one of the most demanding, as some exhibitors and visitors complained about the change of venue from central London to an unfamiliar area of the capital.

�But after a two-year campaign and a highly successful move to ExCeL with its spacious halls and Central Boulevard, the independently run daily newspaper at World Travel Market came out on the last day with a front page headline that summed up my feelings in one word: �Vindicated!�

-ends-

Pictures depicting 25 years of WTM can be downloaded from the online picture library. See instructions below. Click on Search and enter WTM 25 to show selection of pictures.

For further media information telephone Jane Larcombe on +44(0)1892 785071 or email jane@janelarcombecommunications.com

The Greek National Tourism Organisation is World Travel Market's major brand partner for 2004.

WORLD TRAVEL MARKET PICTURE LIBRARY

High resolution World Travel Market pictures can be accessed speedily and efficiently via the online World Travel Market Picture Library. � Log on to www.wtmlondon.com � Click on Press & PR on left hand side of screen and then click to enter library. When prompted, please key in your name and company for our records. � You will find a wide selection of logos, general views and specific pictures with captions, depicting aspects of the event. These will be regularly updated. � Click on the thumbnail of your choice to see a larger version of the picture � Click on the download button in the left margin � Save as a jpg. file � Open the file after saving to your system.

NOTES TO EDITORS

1. Reed Travel Exhibitions is part of Reed Exhibitions Ltd. who organise over 430 events in 32 countries, serving 49 different industries in 13 key sectors, attracting over 90,000 exhibiting companies and more than 4 million visitors every year.

2. As a member of the Reed Elsevier plc group, the world-leading business and information provider, Reed Exhibitions is unique in offering integrated market access programmes covering exhibitions, trade publications, direct marketing and the Internet. Reed Elsevier�s business titles are closely linked with Reed�s exhibition activities across both geographic and industrial markets. It also has a growing portfolio of electronic publishing and information services, including LEXIS-NEXIS, the world�s leading provider of on-line information services and management tools.

3. Reed Travel Exhibitions organise 13 events worldwide, including World Travel Market, Arabian Travel Market, C.I.S. Travel Market, EIBTM, British Travel Trade Fair, Asia Pacific Incentives & Meetings Expo (AIME), International Golf Travel Market, Top Resa, Mediterranean Travel Fair, ICCA Exhibition, in association with the ICCA Congress, International Luxury Travel Market (ILTM), La Cumbre and Latin American & Caribbean Incentive & Meetings Exhibition (LACIME).

4. For further press information, please visit the Reed Travel Exhibitions� website on www.reedtravelexhibitions.com