A Smarter Guide to In-Person Travel Trade Show Networking

We already know that in-person meetings are good for local economies, but the power of face-to-face connections in travel trade marketing goes beyond generating income.

Networking at trade shows builds meaningful relationships that drive business growth and long-term opportunities. It’s way more than a business card exchange. These six pillars get you ready to network in-person at the next big trade show, to lay a strong foundation for relationships that will last well after the event ends.

1. Preparation: Laying the Groundwork for Success

Before any trade show, some research is pivotal. Know the key attendees, exhibitors, and potential partners so that you can know your goals in attending. Schedule any meetings you can in advance and practice that elevator pitch.

A lot of the magic happens beyond the main events, at association receptions or partner-hosted gatherings. Be proactive. Get invited. Make new contacts. 

You can never be too prepared with pricing sheets or package info, because potential partners might ask for it on the spot. A digital key card or a QR code can be useful for quick exchanges when you want to leave an impression—even a digital one.

2. Presence: Making a Strong First Impression

Attending in-person trade shows can feel unnatural if you’ve been doing most things virtually in recent years. Learn to be intentional with your body language to exude confidence. Be a little superficial and plan an outfit in advance and prepare to look your most approachable.

That stretches to your booth space, which should be visually engaging and aligned with your brand. Above all, create an inviting experience that will excite other attendees. Interactive elements and conversation hooks are ways to break the ice more easily and to stand out from a crowded convention hall.

3. Conversation: Engaging with the Right People the Right Way

Speaking of conversations (oh the puns..), be prepared to start new ones and rehearse natural ways to transition to meaningful discussions about business matters when appropriate. Avoid too much of a hard sell. If you speak to travel advisors and other trade members, do it in a way that treats them as humans first and foremost. But also know how to read the room and move on from polite chit chat when needed.

Balance promotion of your product or destination with some active listening. Make the relationship a two-way street. That’s the most straightforward way to identify common goals or opportunities for future collaboration.

4. Follow-Up: Turning Handshakes into Business Deals

Once the in-person trade show is over, the work doesn’t end. Be sure to prepare timely follow-up strategies within 48–72 hours of the show. Don’t lose too much momentum, because people will quickly get back their daily grind and forget who they met.

Use your conversations to personalize outreach as much as possible, referencing any details you have noted. Consider multiple ways to engage in follow-up beyond just an email. Think about sending a relevant article that relates to a conversation. Share a personalized invitation for an experience in your destination. Getting creative with the follow-up is as important as establishing a connection in the first place.

5. Collaboration: Leveraging Partnerships for Greater Impact

Do some homework to identify non-competing partners that you can cross-promote or co-op with. This is a powerful way to leverage your in-person trade show experience for future marketing opportunities. 

Look at possible referrals, destination alliances, or trade missions as ways to collaborate for everyone’s good. The networking you did at the in-person trade show will have laid the groundwork for this, and can help foster longer-term collaboration among partners.

6. Consistency: Building a Reputation Beyond the Trade Show Floor

Networking isn’t a one-and-done affair. Multiple in-person trade shows can build momentum and brand awareness. Plan a schedule of events throughout the year, but continue to nurture new relationships with newsletters and check-ins.

By establishing yourself as a resource and thought leader in the trade space, you won’t have to do as much heavy lifting at trade shows in the future.

In-person trade show networking is about more than showing up. It’s about showing up strategically, impactfully, and memorably. Build your own travel trade strategy on these six pillars, and make them your own. They help ensure that destination marketers and tourism professionals build stronger industry bonds that lead to more deals and sustainable working relationships.

Standing out at in-person trade shows requires real effort. Get in touch with Vanessa Gonzalez-Hernandez at vanessa.gonzalez-hernandez@aboutdci.com to learn more about leveraging DCI’s travel trade division to boost your brand.