This article discusses the World Association of Travel Agencies conference, including its rationale, objectives, venue selection, operational analysis, proposed budget, conference promotion, schedule, internal and external analysis, and recommendations. The conference aims to unite stakeholders of the travel agent sector, associated government representatives, experts from academia and industrial research facilities at a single event to discuss the future of the travel agent industry and promote sustainability values among members associated with the travel agency industry. The destination selected for holding the conference is the contemporary cultural and entertainment centre of UK Salford Quays, which is known for its sustainability practices. The venue selected for the conference is the AC Marriott Hotel, which provides excellent hospitality services and is dedicated to enhancing sustainability in the hospitality sector. The article also includes a marketing mix of the conference, internal and external analysis, and recommendations for the event.
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