The British Tourism & Travel Show will return to the NEC Birmingham on 19 March with a strengthened exhibitor base and a theatre programme designed to address commercial and operational pressures facing coach operators as they plan their 2026-27 seasons.
This year the long-established event takes on a one-day format running from 0930hrs to 1700hrs, and is supported by partners the Coach Tourism Association and the Confederation of Passenger Transport.
Organisers expect more than 210 exhibitors in 2026 — already ahead of last year’s final total, with additional bookings continuing to come in.
More than 200 destinations, attractions, accommodation providers, heritage railways, cruise lines and travel technology specialists from across the UK, Ireland and near continent will be represented. Exhibitors are group-ready and prepared to discuss access, parking, group capacity, and seasonal availability.
Accommodation groups confirmed include BWH Hotels, Brend Hotels, Cairn Hotel Group, Classic British Hotels and the QHotels Collection. Major visitor attractions such as Continuum Attractions, the Eden Project, English Heritage Stonehenge and Longleat will be present, alongside cruise operators Fred Olsen, Ambassador Cruise Line and CroisiEurope.
Topics addressed
The 2026 Theatre Programme this year reflects a sector grappling with changing consumer behaviour, regulatory reform, and the growing role of artificial intelligence (AI) in trip planning.
Oliver Rowe of GSIQ will present research on emerging group demand patterns, while Oliver Sissons of Reboot Online will examine how AI assistants such as ChatGPT and Gemini are reshaping discovering and booking behaviour, as well as how travel brands can remain visible when itineraries are increasingly curated by algorithms.
Legal and compliance considerations will also be addressed. Matt Gatenby of Travlaw will outline anticipated updates to the Package Travel Regulations and provide guidance on how businesses should approach AI from a regulatory standpoint. Marketing strategy will be tackled by Claire Robinson of Mirror Mirror Creative Agency,
The day will conclude with a 45-minute accessibility panel, bringing together representatives from Marsham Court Hotel, the British Guild of Tourist Guides, No Boundaries Disability Consultancy and Wheelie on the Waves, focusing on inclusive visitor journeys at a time when one in five people in the UK identify as disabled.
Networking encouraged
Alongside the exhibition and seminar content, operators can make use of the show’s free meeting planner to pre-book appointments with suppliers in advance.
New for 2026 is Tourism Tycoon, a show-wide interactive challenge that rewards visitors for discovering exhibitors, building connections and attending seminar sessions, with prizes including hotel stays, theatre tickets, wildlife encounters and heritage experiences.
British Tourism & Travel Show Event Manager Lloyd Jones says this year’s emphasis is firmly on facilitating commercial relationships. “We’re really excited about this year’s show,” he says. “We have over 210 exhibitors confirmed, with more still coming in, and they are there to meet coach tour operators and build those relationships.
“Destinations, attractions and hotels from across the UK and Ireland are all ready to talk group access, rates and availability. For operators planning their 2026-27 season, there will be a huge amount of fresh inspiration in one focused day. You really can’t afford to miss it.”
Free trade registration
For more information and to register for a free ticket, visit www.tourismshow.co.uk.
