In a world where AI curates itineraries and a holiday is just a click away, one might wonder – do travel fairs still hold weight?
That question took centre stage during the panel discussion, Are Travel Fairs Still Driving Sales?, at CruiseWorld Malaysia 2025, which took place in Penang for the first time on 10 June.
Rather than declare the decline of travel fairs, panel speakers Nigel Wong, president of MATTA, and Pauline Suharno, president of ASTINDO both acknowledged the growing role of digital tools and online booking platforms but affirmed that human interaction remains irreplaceable, particularly when it comes to selling complex products like cruises.
Cruises need context, not just clicks
“AI might give you a decent list of cruise tips,” said Wong, “but it won’t consider seasonality, operational nuances, or local travel restrictions. Human agents can adapt in real time, address concerns, and guide travellers with empathy.”
When selling niche products – such as halal-certified cruises, wellness-themed sailings, or intergenerational trips – travel fairs are not just sales platforms, but education hubs. Wong noted that many travellers don’t even realise how diverse cruise offerings are until they see them presented visually and hear the stories behind them.
Suharno agreed, adding that cruise frontliners are often well-trained to match travellers with the right product. “Every cruise has its own personality – some are for families, others more suitable for high-end travellers or student groups. Travel fairs allow for customer profiling and meaningful matching.”
“For Indonesian families, travel fairs offer a face-to-face setting that builds trust – particularly for new or complex products,” said Suharno. She added candidly, “Indonesians can be lazy to read. They prefer hearing stories and having someone walk them through what to expect.”
Furthermore, Suharno highlighted how misconceptions – like cruises being only about gambling or eating – can be directly addressed at fairs. “We explain that a cruise is a floating resort, a one-stop shop for entertainment and wellness. You can do yoga at sea, enjoy low-calorie meals, or cycle at port stops.”
Show, tell and sell
Wong stressed that travel fairs also offer storytelling opportunities for travel brands. He added that tourism boards and cruise lines that invest in thematic showcases at fairs make it easier for agents to succeed – and for consumers to connect emotionally with the product.
“Brands that show up consistently – with well-designed booths, tangible experiences, and stories to tell – build recognition and loyalty,” Wong said, referencing examples like double-deck airline booths and destination pavilions that keep returning customers intrigued and informed at travel fairs.
As fairs evolve beyond pure selling into branding and education, their impact grows. “Agents are motivated by sales, but they rely on brands and NTOs to equip them with stories that connect with customers,” said Wong. “A five-star cruise may have imported chefs or onboard mosques – but if no one shares that story, how will the customer know?”
Wong added that MATTA has even introduced a Sustainability Showcase at its fairs to highlight authentic, culturally immersive, and eco-conscious travel products – aligning with emerging demand for meaningful travel experiences.
Travellers, ultimately, are increasingly craving connection, noted Wong. “Travel fairs are a place of human touchpoints. ChatGPT doesn’t always get your story,” he quipped. “This is where agents come in – to communicate excitement and to tell a story.”