Discover the Faith-Based Market!

By Kevin J. Wright

Published on: March 18, 2008

This fall the World Religious Travel Association (WRTA) will host the first-ever educational and networking event for the vast and untapped market of faith tourism. This unprecedented tradeshow and convention will open the door for agents who are committed to expanding and developing new sources of revenue for their brick-and-mortar or home-based businesses.

The World Religious Travel Expo & Educational Conference 2008, set for Orlando from Oct. 29-Nov. 1, is unique in three ways: First, no other event in the travel industry has brought together such an extensive lineup of travel suppliers, wholesalers, tourist boards, destinations and agents focused on the economically powerful faith-based market. Second, the WRTA is the premier organization dedicated to educating, training and showing agents the tremendous opportunity for expanding their business by selling into this lucrative market. Third, the Expo is the only event that can provide the extensive contacts, networking, trade show, sales programs, seminars, workshops and keynote speeches for agents to expand their business in faith-based travel.

Although a variety of venues and conventions exist that focus on tour/land vacations and the cruise industry, the World Religious Travel Expo will be the first solely dedicated to faith based travel. Since religious travel accounts for one of the fastest growing sectors of worldwide tourism today at $18 billion and 300 million travelers, the market can be a quick and powerful way for agents seeking to improve their business.

This fall's convention could not be more timely since today's faith tourism industry is comprised of multi-billion dollar "niche markets," including cruising, pilgrimage, conventions/meetings, missions, retreats, Christian camps, and faith-based attractions, among others. Furthermore, recent studies suggest that one-third of all international travelers are interested in faith vacations. In addition, outbound travel for religious purposes by Americans grew by 36 percent in 2006, while overall outbound travel grew by only 5 percent, according to the U.S. Office of Travel and Tourism Industries. In short, religious travel has reached "prime time" and agents who want to expand and grow their business need only to wake up and "smell the new commissions!"

Since faith-based tourism is developing into a major market, many of the largest tour operators and cruise lines are currently entering or expanding their presence in this burgeoning field. As such, agents who attend the World Religious Travel Expo will find a large lineup of top suppliers, including tour operators, tourist boards, cruise lines, transportation companies, airlines, travel agencies, event planning services, hotels and accommodations, missionary agencies, travel insurance companies and faith-based destinations. Among the exhibitors currently registered for this fall's Expo are Carnival Cruise Lines, Holland America Line, Globus Family of Brands, Trafalgar Tours, Collette Vacations, CIE Tours International, MTS Travel, and Goway Travel, as well as tourist boards and CVBs such as Jordan Tourism Board, Bahamas Ministry of Tourism, Switzerland Tourism, Pennsylvania Dutch Country, and the Greater Fort Lauderdale CVB, among others.

The World Religious Travel Expo will feature two venues: The International Tradeshow and The Educational Conference. These two events will offer a world-class forum for travel suppliers, destinations, wholesalers, agencies and church travel planners to come face-to-face, develop partnerships, gain education, find new products and services, develop key marketing strategies, generate new qualified leads and build long-term profitable relationships.

The International Tradeshow will provide the industry's only venue for exhibiting, networking and brand building in the faith tourism market. The Educational Conference will serve as the most comprehensive learning program ever offered on religious travel and hospitality. Through leading industry speakers, dynamic presentations, panel discussions, interactive break-out sessions, seminars and peer networking forums, the trade participants can expand their knowledge of the opportunities in the new niche markets within faith tourism. CLIA will also be participating with a seminar program, and the two-day event qualifies for continuing education credits with The Travel Institute.

For agents who truly want to find new ways to develop and source new business, the World Religious Travel Expo, Oct. 29-Nov. 1, at the Gaylord Palms Resort and Convention Center in Orlando, Fla., is a "must attend." Mark your calendars and register now. For more information, visit the World Religious Travel Association at www.religioustravelassociation.com or World Religious Travel Expo at www.religioustravelexpo.com. Or contact the World Religious Travel Association directly at 800-657-1288 or 360-778-3047 or email info@religioustravelassociation.com.

Kevin J. Wright is president of the World Religious Travel Association in Littleton, Colo. You can reach him by emailing kwright@religioustravelassociation.com.