By Michael Baginski/ U.S. Travel’s signature inbound travel trade show IPW – running since 1969 – is set to take place for the first time ever in Fort Lauderdale, Fla., and organizers are putting out the welcome mat for Canadians for an event that organizers promise will be like none before.
Destination execs are inviting members of the travel trade to come in May for the first time, or to come back to the show again, declaring, “We’re different than what they’ve had before. There are going to be some changes. When is the last time the opening was on the beach?”
In Toronto and Montreal last week for trade meetings, Tracy Vaughan, Global Sr. VP, Trade Development at Visit Lauderdale, told a Toronto gathering, “We felt it was really important that we come here (to Canada) and invite you, and we want you to get excited… We understand that the world is a bit uncertain these days; we know that, but I still believe in what we do, and I think that all of you do.
“Travel people – we all kind of think the same. We know that travel is important, because it bridges those differences, it introduces us to different cultures, and we still believe in that messaging.”
Vaughan noted that when planning for the event – which will take place May 17-21 – started a few years ago “it was a little bit different world,” but that Greater Fort Lauderdale was undergoing a renaissance, which continues today. And what better way to show the world what the unique collection of 31 south Florida communities has to offer?
IPW typically attracts over 5,000 international delegates, including a robust roster of Canadians, including buyers, travel advisors and media who discover new product and do business at pre-arranged and ad hoc meetings with DMOs and suppliers at the show, plus attend gala events designed to show off the host city (as well as free-night parties and events hosted by various U.S. destinations), and pre- or post touring.
“It’s an opportunity to really connect with the United States and people you’ve built relationships with for decades… and meet decision-makers,” said U.S. Travel VP of Events and Education Aimee Gabel (dubbed the ‘managing director’ of IPW by Vaughan). “And we know that’s travel’s changing and the way you’re doing business is changing, and we want to build an IPW that reflects that change,” she added.
Moreover, this year is an opportunity to discover or rediscover Fort Lauderdale, she noted.
“If you haven’t been there for a few years, the convention centre, the performing arts centre, all of the infrastructure that has been added will be showcased for you in a way that you’ll really be able to sell that product better and to truly understand all the amazing partners that they bring in,” she said.
And there are an unprecedented 25 of those that will be at the Fort Lauderdale booth alone, stated Visit Lauderdale’s Sr. Mgr. of Global Trade Development Paul Mason.
The Lauderdale difference
With each IPW characterized and differentiated by the host city (the Spanish flavour of San Antonio and culture of Chicago stand out in recent years), Fort Lauderdale will lean into its outdoor and fun-in-the-sun bona fides.
With this in mind, beyond the opening night beach party, the show’s notorious mega ballroom lunches will be shifted to an outdoor plaza, where delegates can sample food trucks and take advantage of some of the destination’s annual 3,000 hours of sunshine.
The plaza will serve as an outdoor haven, and meeting place, throughout the show.
Taking place at the newly expanded Greater Fort Lauderdale/Broward County Convention Center overlooking the intracoastal waterway, the event will further reflect another of the destination’s travel pillars – its water culture.
Home to some 50,000 waterborne vessels, GFL is the self-proclaimed “Venice of America” and “Yachting Capital of the World,” and show attendees will have plenty of options to get out onto the water if they choose.
At the same time, the convention centre is adjacent to Port Everglades, third busiest cruise homeport in the world, prompting this year’s IPW to have a dedicated cruise pavilion for the first time – another show differentiator for Lauderdale.
“Canada is our No. 1 international market and it’s really important for us… and we have developed really good relationships over the years,” Vaughan concluded. “It is the right time (for Greater Fort Lauderdale to host IPW) and we’re going to make it wonderful. And we want all of you there because you’re so important to us.”
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