The recently held trade show promoting city tourism, City Break 2007, saw a 7% increase in floor space occupied and a record 221 exhibitors over its launch in 2006.

The success proves that exhibitions can work when approached in an innovative way and delivering the right message to the right market.

The innovation in this case is that all visitor meetings with exhibitors were pre-booked, and during the show, held this year at the Faliro Pavillion in Athens, Greece, over 3,000 appointments were held between buyers and specialist suppliers, which ranged from city tourism offices, airlines, city hotels and destination management companies.

The event is also hitting the right market at the right time, as the city break holiday gathers pace, aided by the low cost airlines increasing their routes.

This combination of pre-booked appointments and perfect market timing delighted exhibitors. “We have been surrounded by fantastic opportunities thanks to City Break 2007,” said Dubravaka Micic from the Zagreb Tourist Board. “We have met some excellent buyers, all of whom were not fully aware of our destination and its possibilities as a short break destination. We have also made some excellent synergies with ancillary suppliers who will be able to help promote Zagreb.”

Meanwhile, James Wood, campaign manager for the Mersey Partnership, said: “The show has been integral to us in promoting Liverpool as The European Capital of Culture in 2008. The in-bound short break market is key. Hence, meeting buyers from across the globe has been a platform to ensuring our success. The show has been a great springboard that will inevitably help Liverpool and the surrounding areas both financially and in terms of European recognition.”

Organiser Reed Travel Exhibitions has chosen Belgrade for City Break 2008, which will be held from 17-19 June.