Summit Event Guidance PDF - Adventure Travel Trade Association

DRAFT COPY – For discussion purposes only
Guidelines for a Successful Summit Tourism Board Event
Dozens of destinations have now hosted promotional events at our trade-only Adventure Travel World
Summit. Some have been very successful, others… not as successful as they could have been.
In the interest of helping you host the best, most effective event possible at the Summit (as well as to
make the Summit as dynamic and interesting as we can), we’re pleased to present you with these
suggestions of what we believe will make your event as successful as possible.
Please note though: this document is nothing but a guideline, simply suggestions for you to consider. It is
by no means meant to be a list of requirements – or a limit to your creative thinking and imagination!
Keys to Success:
• This event must be entertaining in order to capture Summit Delegate’s imagination, imprint your
destination on their memory, and reach them on an emotional level.
• Spend an amount at least equal to the sponsorship
fee on promotions, collateral materials, entertainment,
etc. (for example, if a lunch sponsorship fee was
$40,000, it is best to spend another $40,000 on
entertainment, giveaways, etc. – in order to make your
sponsorship as successful as possible)
• FOCUS presentations on one region, trip, or
itinerary. Trying to convey all the resources of an
entire nation, for example, is just too vast and do so
will result in a tepid presentation of lists of data, facts,
and other items guaranteed to lose the interest of the
audience.
• Tell a story with your presentations: guide the audience through an entire trip, tell them about the
local peoples they would encounter, the history of the land, etc.
• Presenters: dress casually (unless the presenter is of sufficient stature, a Tourism Minister perhaps, that
a suit and tie are appropriate protocol)
• Present in English, since most audience members will speak that language (for non-English speaking
presenters, be prepared to provide a translator)
• Do not hand out reams of paper! Delegates (and travel professionals in general) are often handed bags
full of promotional literature. Generally, these items only end up in the trash and are a waste of time,
effort, and resources. Focus giveaways on something memorable – a local handicraft, regional food
item, or other item that will grab the Delegates’ attention.
“Every country tries to show that it has everything in short time. [Summit] Delegates receive so much
information, and they will remember only what it impacted the most. Thus, it is necessary to connect with
people emotionally. They won't remember if we have many archaeological complexes or any other
information, but they will engage with Peru if they enjoy the lunch with a show they didn't expect.”
- Indira Palomino; former Adventure Travel Specialist – PromPeru
Learn. Partner. Grow.

DRAFT COPY – For discussion purposes only
Draft Event Schedule – Dinner (lunch times will vary from this schedule)
45 Min. Benefit F&B
Pre-event ‘Swag’ – Work with ATTA staff to ensure that any gifts are ready for pre- or
post-event distribution, small gifts are set out on the tables, etc.
3 min. Welcome – Express appreciation for the audience, their attention, etc. then
begin to tell your story.
When appropriate, use a ‘teaser’ to get attention, such as, “Tonight we will
explain to you the untold mystery of the King of Elbonia, who’s mighty
empire was lost 1200 years ago – and only recently rediscovered in our
province…” or “And if you pay attention, you just might win a trip for two
to our beautiful country…”
5 min. Video – videos should be short, dynamic, and powerful. Ideally, they would
reflect the storyline that you are weaving throughout your presentation.
5 min. Your story – continue to tell your story, support it with photos, maps, and
provide concrete verbal or photographic examples of local peoples, unique
handicrafts, dynamic scenery, and incredible places.
3 min. Small giveaway – break things up and keep the audience on their toes with
giveaways of a few small handicrafts or outdoor gear from your region. You
can simply ask ‘trivia’ questions about your presentation, have the ATTA
draw names (specifically for tour operators, for example), or other method
15 min. Performance – bring the best cultural ‘wow’ that your region has to offer:
musicians, dancers, drummers, athletes, comedians, slam poets/painters,
high altitude mountaineers or explorers of ocean depths, story tellers, etc. –
and then think ‘outside the box’: have someone lead a dance class, get the
audience involved in a tribal drumming ceremony, integrate tour operators
from your region attending the Summit into the event (Argentina once used
their tour operators to actually serve lunch!). Your goal here is to WOW this
crowd!
3 min. Your story – Tell the final, arresting climax of your story now, then make it
relevant to the audience. For example, let them know what they need to do
to offer tours there, get more information, sign up for a FAM (see me later,
contact someone else, go to our website). Now is the time to call them to
action.
5 min. Big giveaway – Keep the Delegates in their seats and all eyes riveted on
your presenter with a big giveaway of a 5-night vacation for two, ideally
with air. This has been extremely successful in the past and we highly
recommend it. But, don’t let this limit your imagination, as other ‘big’
giveaways certainly fit here too (offer to host an event at the winner’s home,
a free booth and air to a travel show in your region, etc.). Once the winner is
chosen, they will come up on stage for photos.
3 min. Thanks and closing – Express appreciation for the audience, their attention,
etc. Remind them of your story and reiterate the call to action.
For More Information
For more information, contact: Chris Chesak, ATTA VP of Business Development;
www.adventuretravel.biz, 208.921.5626, cchesak@adventuretravel.biz.
Sponsor References
References are available upon request and we encourage you to speak with our current partners.
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