GTA will no longer exhibit at key travel marts including World Travel Market 2015, Fitur and ITB Berlin, saying it will instead invest in deeper client engagement in-market.
Ivan Walter, CEO of GTA, said: “Our investment today is increasingly focused on new ways to have deeper and better quality engagements with our customers. Our global sales and sourcing teams are in-market, meeting clients and suppliers face-to-face every day and listening to their needs.
“Such frequency of contact and the exciting new opportunities technology presents to connect means we are less reliant on some trade shows to fulfill this need.”
The decision reflects the maturity of most major European source markets, the ease of connectivity between countries, and the volume of GTA’s business in the region, said a company statement.
Its size and industry-standing means GTA is less reliant on annual meetings with large audiences to enhance the depth and quality of conversations that will help its business – and that of its partners – grow, it added.