Adventure Travel Live organiser sees healthy return to re-launched show
by Annie Byrne
Organiser of the recently re-launched Adventure Travel Live exhibition claims to have welcomed over 9,000 visitors to its three-day show. Escape Events launched Adventure Travel Live, a reincarnation of Daily Telegraph Adventure Travel and Sports Show, at London’s Royal Horticultural Halls from 29 to 31 January 2010.“We were going for a different, more focused, niche concept for the re-launched show hoping to attract visitors of a adventure orientation and not interested in the mainstream travel that other exhibitions attract,” says Escape Events MD, Martin Anslow. Anslow originally launched the exhibition in 1996. He sold the show to Expomedia in 2006 at a time when it was attracting around 30,000 visitors, and was also involved in the show’s 2007 outing. The event failed to run in 2009 after Expomedia went into administration at the start of the year, and Anslow subsequently acquired the intellectual property rights to the show.Anslow says that the travel industry was sceptical about the need for a more niche show, however, “we have shown that there is a market for the show and consumers, that might not generally go to a travel show, were interested in our product,” he says. Head of commercial operations at The Royal Horticultural Halls, Maugie Lyons, says: “The RHH has a strong heritage for launching exhibitions and this allowed us to appreciate the scale of investment involved with introducing a new show. We were able to work with the organisers to make the venture as economical as possible. "Our experience also meant that we were able to assist the organisers with ticket promotions and we are now in the stages of developing a long term partnership with Adventure Travel Live,” she adds.