TMS. As the Sr. Group Director and Publisher of Travel Trends Today at Informa Markets, overseeing the organization of SATTE, how do you envision the continued growth and impact of SATTE as Asia’s leading exhibition in the travel and tourism sector?
Pallavi Mehra. Celebrating a distinguished 31-year legacy, SATTE stands unrivalled as South Asia’s largest travel expo, consistently providing an unmatched platform for business and networking opportunities. Attendees cherish the event not only for its professional allure but also for the vibrant carnival-like atmosphere.
This year’s edition is the largest ever, and we have had to use two extra halls to accommodate the enthusiasm of our stakeholders. Today, SATTE has come to a stage where it is hailed as the year’s first major international travel and tourism expo by none other than the UN Tourism itself! The apex body not only lauds SATTE’s role in developing domestic tourism in India or regional tourism within the South Asia region, but also the event’s staggering role in developing tourism to and from the region, giving tremendous fillip to inbound and outbound tourism.
We are proud to say that SATTE has emerged as one of the foremost catalysts of global tourism growth story today, a role this event will continue to play with greater responsibility and aplomb in the years to come.
TMS. What will be the key highlights of the upcoming 31st edition of SATTE?
Pallavi Mehra. As stated above, the show this year also happened to be the biggest ever edition. Not only SATTE 2024 will boats of the biggest show floor with the addition of two huge halls, but we are also expecting more than 1500 exhibitors across more than 300 stalls, record number of trade attendees and above all record number of business meetings and transactions!
Importantly, this year, we also introduce “ATITHI” an exclusive Reverse Buyer-Seller Meet, a pioneering initiative by Services Export Promotion Council (SEPC), with the support of Ministry of Commerce & Industries. SEPC is mobilizing the participation of around 250 foreign buyers from more than 50 countries to enhance business opportunities for international visitors with the Indian Tourism Industry. This comes at the most opportune moment to make India as the most sought-after travel destination in the world and to ultimately accomplish Vision@2047.
This initiative by SEPC@SATTE is a step forward in this direction. In the pre-event stage, we have had outreaches in Tier 1 and 2 cities with Circle 31, where 31 handpicked industry influencers from emerging destinations were a part of our panel discussions; Association Reach programme, where networks of associations from potential tourist hubs were fostered. Additionally, ‘SATTE Travel Insight Podcasts’ (a Podcast featuring industry leaders), ‘SATTE Connect’ (10 city roadshow), and ‘GenX 365 Click’ (a new age digital portal to bring Buyers and Sellers at one platform to generate business leads) have created the requisite buzz.
TMS. Reflecting on past editions, what aspects of SATTE’s legacy are you particularly proud of, and how do you envision its impact on the industry in the years to come?
Pallavi Mehra. Again, being hailed as the ‘year’s first major international travel show’ by the apex global body UNWTO, gives a tremendous sense of accomplishment. At the same time we haven’t left any stone unturned in living upto global or regional industry and stakeholders’ expectations from us.
It gives us an incredible sense of accomplishments and pride in highlighting the critical role SATTE played in the revival and growth of regional and global travel and tourism during and in the immediate aftermath of the devastating Covid-19 pandemic, unlike any other industry players of our ilk. SATTE was the only major international travel show that continued taking place in its vibrant physical format during all the three Covid ravaged years of 2020, 2021 and 2022. Whereas none of the other major shows, be they in the major European capitals, or in the Americas, or Middle East or China or major Asian capitals such as Singapore, Hong Kong, KL, and others, took place.
They were either in digital-only format, or maybe hybrid for a year, or didn’t take place at all. And therefore, witnessing the incredible support and response from across the region and the world and from every sector of travel and tourism and stakeholders during that time was humbling and overwhelming, to say the least. This was probably the foremost reason why we saw such staggering growth in Feb 2023, the 30th edition of the show, barely out of Covid-19 pandemic and still reeling under continuing international air travel embargos, and yet, bringing about the BIGGEST EVER edition of SATTE!
I am also pleased to share SATTE 2024 shall be the biggest show till date. The show this year is spread over six halls at India Expo Mart instead of four halls at the same venue last year. We envision the event playing a growing and greater role in helping the various travel and tourism sectors forge strategic partnerships. At the same time, we see a growing role for ourselves in helping develop fertile tourism ideation, conception and knowledge platform through our Conferences that will help shape the future of Indian, South Asian, regional and global tourism policies, initiatives and narratives.
TMS. The travel industry is ever-evolving. How does SATTE adapt to current industry trends, what strategic insights guide your vision for SATTE’s future development? In the age of digitization and technological advancements, how has SATTE embraced technology to enhance participant interaction and networking?
Pallavi Mehra. SATTE recognizes the importance of technology in enhancing participant interaction and networking opportunities within the travel industry. By embracing digital solutions and innovative platforms, SATTE aims to create immersive and engaging experiences for its attendees while staying abreast of the evolving needs and preferences of the travel community. With the 31st edition of SATTE we have launched GenX 365 Click’ is an especially facilitated new age digital portal to bring Buyers and Sellers at one platform to generate business leads. It offers a seamless online networking tools and matchmaking services to facilitate connections between exhibitors, buyers, sellers, and industry professionals. These tools can help participants identify potential business partners, schedule meetings, and expand their networks efficiently.
GenX 365 Click mobile application also get launched at this edition specifically designed for event attendees, providing them with access to event schedules, exhibitor listings, interactive maps, and networking features. Mobile apps enhance participant engagement and convenience by offering real-time updates and personalized recommendations. We continue to leverage social media platforms to engage with participants, promote event highlights, share content, and facilitate discussions before, during, and after the event. Social media platforms serve as valuable communication channels for building community, generating buzz, and amplifying the reach of SATTE’s initiatives.
TMS. How do you see the positioning of India in travel and tourism sector in current scenario?
Pallavi Mehra. Indian economy is the fastest growing among the large economies of the world. We were announced as the 5th largest economy of the world, overtaking the UK recently. By 2027, India is expected to pip Germany and by 2029, Japan, emerging as the 3rd largest economy in the world by 2030, after the US and China. The annual economic growth forecast is equally healthy as India is projected to grow at over 7% in the coming years, the fastest among the major economies of the world.
Now, this augurs very well for the Indian domestic and outbound tourism sectors, but the same cannot be said for the inbound tourism which is highly competitive and very receptive to attractive tourism marketing and publicity campaigns and incentives driven by International Tourism Boards, and India Tourism has much catching up to do here. There is also tremendous opportunity for India to harness from the regional markets in South Asia, Middle East, ASEAN and China, provided it is backed by some bold initiatives and campaigns.
At the same time, India is poised for some incredible growth as an outbound tourism source market in the years to come. At the moment, India is behind China, US, Canada and several European countries, but in my personal opinion, this will all change very fast, with India becoming the third largest outbound tourism source market in about six to seven years behind China and America, and probably another five years to overtake the US and emerge the second largest outbound tourism source market in the world.
TMS. What are your thoughts on the upcoming trends in the tourism sector for 2024?
Pallavi Mehra. I was following a recent report by UNWTO which stated outdoor adventure, subscription models, and challenging the veracity of sustainability claims are among the travel trends predicted by leading voices within the tourism industry for 2024.
On the mainstream front, global economy continues to face a few critical headwinds and so does the travel and tourism sector. However, and despite the ongoing geopolitical shifts and conflicts, economic volatility and such factors, travel and tourism has shown amazing resilience and near-total recovery in 2023 itself. So in 2024, not only we foresee total recovery of international travel but also net growth in international tourism arrivals for many countries and regional markets. The Year 2024 will herald the best figures in international tourist arrivals, tourism receipts and the overall size of travel and tourism as an economic sector!
