1) Have beginner's mind. Attend and observe a travel tradeshow, seek out information and expert advice before you exhibit. Take workshops and read all you can on travel trade show marketing.

2) Pre-show mailings and phone invitations to customers and prospects will increase booth attendance. Multiple personalized letters and postcards promoting special offers redeemable only at your booth works great. Start one - three months before show.

3) Show management is an asset and can provide you lots of extra profitable exposure. Work with them on providing value to attendees through your travel presentations, workshops, sport simulator and fascinating attractions. If you earn pre-show publicity via their public relations/media firm, you could triple or more your booth traffic, often for no charge.

4) Invest in quality. Use an exhibit with easy-to-read graphics,