Fall 2024|Leadership

Cannes luxury travel show is finally taking PR professionals seriously

Opinion Piece for PR Week by Sarah Richards, Managing Director

Luxury travel and hospitality PRs are just back from ILTM (previously International Luxury Travel Market),
the famous trade show that is held every December in Cannes, France. And I can report that this glam expo
has evolved beyond recognition since its inception.

So whereas it all used to be a bit cloak-and-dagger to attend as a PR, the show has now seen the value in welcoming us with
open arms, especially as sales, marketing and PR are more intrinsically linked.

For PRs, most of the main show activity happens outside of the Palais and it’s a bonkers schedule of breakfasts, lunches,
dinners and parties. The party circuit is like none other, peppered with notable key events…