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World Travel Market – the colossal b2b travel trade event held each year in London’s Docklands- and I will both be celebrating our 30^th birthdays this November, so I thought that it was time I expressed my long-held secret love for the show that costs me my sanity every year.

There’s plenty of reasons for the British travel PR to hate November – not seeing daylight for four entire days, existing on a Morgan Spurlock-style diet of pastries, realising your client is half a mile away from the waiting journalist who you have BEGGED and compromised yourself in five different ways for an interview, I could go on, but I’ve still got to admit that I really quite love WTM week and there’s two main reasons for that:

Firstly, it’s a bit like Ready…Steady…PR! A little holiday from all that strategising, taking the long view, etc. You’ve got a tiny bit of budget, about 3 working days, an eye-watering level of competition from every other travel PR in London but your client is only here for 2 days so it’s well worth pulling something impressive out of the bag. My number one career highlight happened at WTM: back in 2007 I was in the mobile radio studio with Carlos Alberto, captain of Brazil’s 1970 World Cup-winning team. Slightly demented with caffeine, I found myself shedding a little tear as he described the team effort that went into one of the world’s all time greatest goals. It’s not often that you get to sit in a 3ft-wide caravan with a legend.

Secondly, it’s the age-old desire of human beings to get together in one place, have a drink and dish the dirt. Maybe I’m a bit sad, but WTM is one of the few weeks in my year when I’m greeted by more than one person who I know but haven’t seen for a while. Just like the early Britons embraced Christmas because there was already a Pagan celebration to break up the winter misery a bit, no matter how much the travel trade socialises and sells online, I reckon WTM will always be a relevant focal point of the year. Anyone else feel the same? What’s the US version of WTM like?

International travel, according to the June 2009 edition of the UNWTO World Tourism Barometer, has declined by 8 percent in the first quarter of 2009. This is not good news, especially compared to the first quarter of 2008 when there was a 5 percent increase in international travel. While the pace of decline is expected to ease throughout the rest of 2009, the combination between the recent rise in gas prices and the decline in the number of business class fares purchased is bumping up the cost of leisure travel in a time when many people are already wary about taking a vacation.

Looking at a few of the key highlights, this years trend is apparent; cheaper, developing and newly developing countries are faring much better than their more expensive industrialized counterparts. Africa (+3) and South America (+.2) are the only continents to see an increase in travel so far this year. Travel to North America is down 5 percent from last year, due mostly to the slowdown in the USA as both a source of international travelers and a popular 2008 travel destination. The economic downturn and the rising dollar has made traveling to the States more expensive than it has been in previous years which is not an easy sell in the middle of a recession.

Not surprising, one of the largest declines was seen in Europe (-10%), where most countries have been in or on the verge of a recession since 2008. It appears that Europeans are traveling less within the continent and when they do they are trading more expensive places like the Amalfi Coast in Italy, Ibiza in Spain or the Greek Islands for more affordable beaches along the Mediterranean’s African Coast, as are many other travelers.

The most surprising statistics from this years report was the decline in travel to the Middle East and Asia Pacific. Areas of the world which saw the highest level of growth in 2008 are now experiencing the largest decline this year (-18 percent for the Middle East and -6 percent for Asia Pacific). While Dubai’s economic woes have been well documented this year an 18 percent decline in tourism is huge.

Attracting tourism dollars (or pesos, pesetas, euros, francs, yen, rupees, etc.) is a great way to create and sustain local jobs and many countries economies rely heavily on travel and tourism dollars. While the UNWTO predicts that the decrease in international travel will increase slightly by the end of the year, boosting your country’s visibility through an integrated public relations campaign could be a great way to make your destination top of mind for those willing and able to travel this year and for attracting foreign investment in these precarious economic times.