Confessions from Fitur 2013: fact or fiction?

Date : 06/02/2013
Author : Forum Business Travel

On a day like today, a little over a year ago, the 2012 edition of Fitur came to a close. Those of us who attended, as every year, faithful to the event, stayed for weeks looking at each other, observing with a certain air of disappointment the decadence to which we are (or were?) dangerously heading towards.

These have been 3 very intense days in which I have had time to work, talk to clients, work, visit good friends, work, enjoy getting to know new exotic destinations with which to dream the next vacation… I have even had the immense luck to personally meet the Spaniard who has managed to reach the top. Of course I am referring to astronaut Pedro Duque, the first compatriot to participate in a space mission aboard NASA's Discovery shuttle in 1998.

¿Vacation in space? Do you remember my participation in the FiturTech conference four years ago? Those of you who attended remember that we talked about space tourism, about what the future holds. Today we are witnessing clear evidence that the world, whether we want it to or not, is moving, and it is always in one direction: forward! Now, do you want to be mere spectators or are you determined to participate proactively as protagonists of change?

It is more than evident that the 2013 edition of Fitur has been different from all the others in which I have participated. But, ? why; ? what is the reason? Unlike what we can find in the media, the increase of professional visitors, the original promotional campaigns such as, for example, that of Playas de Melilla, the significant reduction of participating companies and exhibitors, having managed to be a worldwide trending topic the day of the inauguration and nationally throughout the duration of the event;

All this is very good and is clear evidence of the change that is taking place in the sector, which offers us clear signs (for those who want to receive them) of the enormous potential it has today, but above all the potential it can have if we are able to take advantage of it. But the most important thing that has happened in this edition and that really evidences the beginning of the process of change, at least for me, has been clearly different.

During the 3 days that I have stayed (secluded), I have been surrounded by a subtle air, with nuances of necessary renewal, at the same time as restlessness. All the people with whom I had the opportunity to talk had a proactive, very positive attitude, assuming the new rules of the game, betting on innovation and the development of destinations and companies on a basis based mainly on technology. Did you see the bold proposal of the Instituto Tecnológico Hotelero about the room of the future? The union of tradition and innovation in the service of customer experience and comfort… My most sincere congratulations: a clear example of where we must walk the path. Simple and clear.

Another example of the possibilities that open up for those who bet on entrepreneurship and new technologies comes from the hand of business tourism, event management and professional meetings. A whole world to discover. Who said there were no opportunities?

Science, innovation and technological development must be the engine that drives change, helping us to improve the productivity of our companies, reducing production costs and increasing sustainability. Today, there is still much to be done, of course, but I have no doubt that we are ready to start walking the path. The important thing is to take advantage of that Attitude now that we are starting to count on it.

You know one of the things that most caught my attention, it might seem silly. I have remained attentive to all the comments that were made in the aisles, in the stands, among colleagues and acquaintances, or among customers, suppliers and friends. In all of them, I was surprised to see how there was a common denominator: a (comforting) feeling of veteranism. Whoever, more or less, has been attending the event on time for many years, and whether we like it or not, it is a reality: we are getting older.

"But what is the importance of this fact? From my point of view, a lot. I am convinced that this feeling, until now kept or hidden, perhaps out of shame or fear of what to say or of the unknown, has arisen from the clarity with which we now perceive the new rules of the game, added to the firm desire to come out stronger together. Moreover, I dare to say that in a certain sense it is and will be the key to re-emerge by rebuilding a new business, social, economic and productive model.

The reaction has been unleashed and we must not let the opportunity slip away. We must unite the experience and the desire to move forward together, adding effort and sacrifice, recognizing the mistakes made and the feeling of overcoming the achievements made. We have the obligation to take advantage of this moment, uniting the spirit and the desire to move forward of the young entrepreneurs, with the experience and knowledge of those who form the first generations of daring conquerors.

Do you not agree with me that we belong to the sector with more possibilities of growth, greater drive and path? We are lucky (I always say so) to be part of this great family.

As a closing remark and in case anyone has missed it, I would like to insist that the most important thing is not whether the aisles of Fitur were more or less empty, or whether they have been reused or not;The most important thing is not whether the aisles of Fitur were more or less empty, or if the stands from previous editions were reused, or if there were more or less candy, or if they didn't give away pens, or if the gastronomic tastings were conspicuous by their absence.

You know what is really important, what has really changed and is different is our ability to work and the desire to do things better, to compete in order to increase the quality of service and attention to our customers, to improve management models, to increase efficiency by reducing investment, relying on technological development and innovation. Believing in our possibilities, together with a change of attitude, is the only (and true) secret to get ahead.

In two weeks we will return to the topic we left pending, addressing the future of the travel agency industry and its relationship with a new concept that is being forged and that will give much to talk about, both in the field of vacation and corporate: I'm talking about the Home Based Travel Agent.

Borja Rodríguez Niso
Business Development
www.velentis.com