TFest 2024 · Mayakoba

What if I told you there's a trade show out there where no one looks stressed, and no one's running around with frenetic vibes. A trade show full of fun and friendship, but still brimming with super-engaged, professional attendees: TFest is certainly one of a kind. Its fifth edition took place in Mayakoba – part of PLE's masterplan to win over the hearts of the Americas. LuxuryWise was there to answer the big question: is it working? by LuxuryWise Editor-in-Chief, Iris M. Köpke

TFest 2024 · Mayakoba

What if I told you there's a trade show out there where no one looks stressed, and no one's running around with frenetic vibes. A trade show full of fun and friendship, but still brimming with super-engaged, professional attendees: TFest is certainly one of a kind. Its fifth edition took place in Mayakoba – part of PLE's masterplan to win over the hearts of the Americas. LuxuryWise was there to answer the big question: is it working?

by LuxuyWise Editor-in-Chief, Iris M. Köpke

TFest 2024 – At a Glance

Attendees

...met at the Fairmont Mayakoba. The switch from Dubai to Mexico two years ago resulted in a noticeable change of demographics: many more of the 250 buyers and the 240 exhibitors came from the Americas.

"Power Hours"

...were introduced as a new format for the first time at TFest. Rule Numero Uno: no business talk! Buyers remain seated while suppliers switch every five minutes, taking turns asking various ice breaker questions.

Margaritas

...were savored by TFest attendees during the event (our best, educated guess). Yes, there were bubbles, too, and even frozen treats to help everyone keep cool and beat the heat of the trade show.

Memorable Meetings

Carmen Ruiz · Healing Tulum

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Emily New · The Store Oxford

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Barbara Galvan · Olympia Waters

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TFest in a Nutshell

What we loved:

  • The high level of quality of both exhibitors and buyers. The international mix of attendees also made the trip well worth it!
  • The relaxed atmosphere of the afternoon activities. It was the perfect environment for creating deeper relationships with (potential) business partners.
  • The new "Power Hour," a fun way to meet a lot of people in a short amount of time without knowing in advance who they might be. Networking at its best!
  • The super helpful and knowledgable TFest staff. We sure wish other trade shows would copy this!

Not so much:

  • The weather gods clearly frowned upon us, especially during the closing party with torrential rain. Of course there's the price point, but perhaps the rainy season isn't ideal. And isn't it hurricane season, too?!
  • Being in the tropics has it perks. Creepy crawlers are not one of them. From giant spiders to millipedes and raccoons – we definitely could have done without wildlife encounters inside our rooms.
  • The snacks during the morning coffee breaks were delicious and came in a wide variety. Fresh food and healthy options galore! Too bad the lunch buffet wasn't in the same league.

TFest Attendees Speak their Minds

Blane Kieng · Ultré, China

"I am attending TFest for the first time. I have been to other PLE trade shows and I'm a big fan of them. And this was the only show that was still missing. I like TFest very much, especially the setting at this tropical beach. Mayakoba is far enough to create a different dynamic than places like London or Barcelona would. Here, everyone lets down their guard and is able to relax. That's also because there's no dress code. We are still here to do business, of course, but we do it on a more personal level. I think the change from Dubai to Mexico was a great move. I'll definitely come every year from now on."

Thora Bjarnadottir · Eskimos Iceland

"TFest has a very relaxed atmosphere throughout the entire trade show. And I love the idea of it being mainly based on personal connections. I also did the new "Power Hour" networking format down by the beach yesterday and I really think it's worth doing: it brought me quite a few additional business contacts that I didn't get through my one-on-one meetings in the morning. It's also very pleasant for us to be exhibiting at a smaller venue with short distances. This is actually my first time attending TFest but I would consider coming again. But at first I want to see how much business this trade show brings."

Juraj Pardubski · Faveo, Dubai

"This is my second TFest, but Faveo has attended every one from the very beginning. I like Mexico and it doesn't bother me to travel long distances. But I liked last year's event better than this one because spring in Mexico is much nicer than fall. Also the Festival at the Beach offered more activities last year – even jet skis. My meetings, however, are better than last year since there are more new exhibitors in attendance. Only one was mediocre, all the others have been fantastic. I'd love to be back next year also because of the concept with meetings in the morning and activities in the afternoon. They also allow me to meet other buyers, which is great."

Regárdo Lewis · Rovos Rail

"This is my first time at TFest. I like the one-on-one meetings and I am seeing really good buyers here but I wish there was an option to mark meetings as 'existing business' or 'not enough time.' I also think the meetings and activities are too close to each other – small breaks of just half an hour would be good. My Pathway activity 'The Way of Río Secreto' was great: it was local and it was a real experience. I had really wanted to do this one! All in all this is a really good show and it is worth coming here. The next time I just wouldn't book so many activities as my main objective are the one-on-one meetings."

Christy Kuplic · Managing Director, PLE

"This TFest went really well! First of all, we've had some of the best parties. Mayakoba really invested in this event and their team is very committed – all the way to the senior level management. I love that! They are very creative and always try something different with us. Also, I am very happy to see so many new faces: it's the first TFest for around 55% of the attendees. And also their first PLE event ever – and we have been doing this for over 20 years.

It's intriguing to see people relax a little. There's no dress code, their guard comes down a little bit. People can make honest connections – more than they usually would. You don't get that at any other trade show. This is barefoot luxury. The Pathways also play a role in this: people do what they normally would't do, like a stranger rubbing mud all over you.

New this year were the 'Power Hours.' We didn't know how that would go because it creates a weird dynamic – especially because you have no idea who you will be meeting. In the formal one-on-one meetings the buyers just sit and listen. At the 'Power Hour' they are basically 'hosting' the meeting. The exhibitors loved it because they felt that they wanted to meet even more people. The feedback on it was really intriguing – some people even wanted to do all four 'Power Hour' sessions.

We are getting really positive feedback on the show. All in all, the exhibitors are very happy with the buyers, which is not easy to achieve in the Americas. This is a different type of buyer than at ILTM, for example. The buyers, on the other hand, are saying that these are some of the best suppliers they've ever met. That's one reason why we make sure that repeaters do not meet the same people twice.

We know that people are still talking about our TFest events in Dubai. There was a magic to Dubai that people loved. And yes, it's rainy season here in Mayakoba now and there are mosquitos. We loved Dubai logistically but it was so hot – one day we even had to AC the outside. Of course you can stay inside but you lose the wellness message, in my opinion. We're doing our new trade show Ultra in Dubai and we are looking to do another larger show in Dubai as well in 2026, but not TFest."

Check out our TFest Photo Gallery