IFTM is changing scale. And this time, it's not just a simple program adjustment. Marie Allantaz is officially expanding her role and will assume editorial and strategic direction, as well as overall management of the 2026 edition. This decision speaks volumes about the direction the trade show intends to take. For tourism professionals, this move is far from insignificant.
Summary
Marie Allantaz: a strategic shift for IFTM
For several years, Marie Allantaz has already been involved with the event, contributing to content curation and the development of the conference program. The press release published on March 6, 2026, officially announces a change in scale: she is taking over editorial and strategic direction as well as overall management of the 2026 edition .
In concrete terms, this evolution means that its role now goes beyond mere editorial programming. It is responsible for managing the 2026 edition in its entirety, while also contributing to defining the trajectory of subsequent editions, particularly 2027 and 2028.
With over twenty years of experience in hospitality, leisure tourism, business travel, events and education, Marie Allantaz has built a career closely linked to the challenges of innovation and transformation in the tourism sector.
The organizers' stated objective is to consolidate IFTM's position as the leading trade fair for tourism professionals, while evolving its model in response to the economic, technological and societal changes in the sector.
What Marie Allantaz can concretely change for the salon
1. A more structured editorial line
With a clearly identified editorial direction, the conference and content program could gain in strategic coherence and sectoral depth.
2. A medium-term vision
The projection up to the 2027 and 2028 editions shows that the transformation undertaken is not limited to a single edition of the show.
3. A strengthened business positioning
Themes related to innovation, the transformation of economic models, and new organizations in the sector should occupy a central place in future editions.
4. An upgrade in the quality of content
Editorial curation is becoming a strategic lever. In a context of competition between European trade shows, the quality of content is becoming a major factor in attracting visitors.
5. A stronger link between content and business
When the editorial strategy guides the entire trade show, conferences, workshops and speaking engagements become levers for visibility and business development for exhibitors.
For partners and exhibitors, this signal is clear: content is becoming a central element in the attractiveness of the show.
IFTM 2026: Key points to remember
- Strategic direction: Marie Allantaz
- Dates: September 15-17, 2026
- Location: Paris Porte de Versailles – Hall 1
- Country in the spotlight: Uzbekistan
- Strategic perspective: transformation of the trade show until 2028
Questions that professionals should ask themselves
Will IFTM really evolve?
The appointment of Marie Allantaz to an expanded strategic role suggests a desire for the sustainable structuring of the trade fair.
Can the trade fair strengthen its leadership in France?
Consolidating a strong editorial line can help strengthen its positioning in relation to other European events.
Should exhibitors adapt their presence?
A trade show more focused on strategic content likely implies more active participation in conferences and presentations.
What role will the featured country play?
Uzbekistan could bring an interesting emerging destination dimension and strengthen the international openness of the trade fair.
Should we start planning ahead as early as 2026?
The changes announced for the 2027 and 2028 editions show that the transformations of the show are part of a medium-term trajectory.
Concrete example: an exhibitor facing the new IFTM dynamic
For a travel agency network, a technology company, or a tourist destination, presence at IFTM is no longer necessarily limited to a booth. In a trade show where editorial strategy is gaining importance, speaking engagements, content partnerships, and conference participation are becoming key drivers of visibility.
Key takeaways for tourism professionals
- Marie Allantaz is expanding her role towards a global strategic direction.
- The 2026 edition marks an important milestone for the show.
- Editorial strategy becomes a lever for attractiveness.
- The trajectory for the 2027 and 2028 editions is beginning to take shape.
- Exhibitors will likely need to adapt their participation strategy.
IFTM is thus entering a new phase of development. Beyond the appointment itself, it is the way in which the trade fair intends to evolve in a rapidly changing tourism sector that is attracting attention.
In short
- Marie Allantaz will be in charge of the editorial and strategic direction of IFTM 2026.
- She will oversee the overall organization of the trade fair.
- The transformation of the salon is part of a trajectory extending to 2028.
- The 2026 edition will be held from September 15 to 17 in Paris.
- Uzbekistan will be the featured country.
Sources
IFTM Press Release – March 6, 2026
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