PETER CRANIS: Space Coast tourism shines as destination at US Travel Association’s international powwow

Show worldwide matched travel buyers to travel sellers

PETER CRANIS: What is IPW and why is it important to our long-term strategy? IPW was formerly known as the International Pow Wow and it is the largest trade show for international travel buyers organized by the US Travel Association. The show has historically matched travel buyers from around the world with travel sellers such as destinations (like us), attractions, accommodations, and more. This year the show was held in Orlando and many of us from the office attended.

BREVARD COUNTY, FL – What is IPW and why is it important to our long-term strategy?

IPW was formerly known as the International Pow Wow and it is the largest trade show for international travel buyers organized by the US Travel Association.

The show has historically matched travel buyers from around the world with travel sellers such as destinations (like us), attractions, accommodations, and more. This year the show was held in Orlando and many of us from the office attended.

Over three days, we met nearly 50 buyers one-on-one and were able to share the great things happening on the Space Coast. We were able to establish a regional partnership with Orlando, but also show that we could stand out as a destination in its own right.

Our long-term strategy is to increase the quality of our visitors, seeking to attract people who will stay longer and spend more in our destination. The international traveler fits perfectly into this strategy.

Previously we had been content to tap into the training market and pick up some of the Orlando stuff, getting a visitor for a day or two of a 7 night vacation.

This is good for keeping hotel rooms filled, but a long-term strategy must examine the viability of generating high volumes of visitors for short stays. They actually cost more at the destination in terms of impacting our infrastructure and even hotels would agree that someone staying 5-7 nights costs less per day than someone staying only a night or two.

Part of this strategy therefore includes more marketing in international markets, particularly the UK, EU and Canada. And to that end, we’ve partnered with airlines like TUI and even hired a representative in the EU/UK to be our advocate and boots on the ground.

Hopefully some relationships were forged this year at IPW and we were able to provide compelling reasons why international tour operators and travel agents should encourage their clients to include the Space Coast on a future visit to the United States.

– Peter Cranis, Executive Director of the Space Coast Tourist Board

PETER CRANIS: IPW was formerly known as the International Pow Wow and it’s the largest show for international travel buyers organized by the US Travel Association. The show has historically matched travel buyers from around the world with travel sellers such as destinations (like us), attractions, accommodations, and more. This year the show was held in Orlando and many of us from the office attended.

Andrew B. Reiter