Over 100 delegates attended this year’s Association of Group Travel Organisers (AGTO) Showcase Weekend, at the Q Park Royal Hotel, Warrington.
Speakers included Rachel McQueen, Director of Tourism, Marketing Cheshire, who highlighted some of the reasons why the region has seen a 7.7% increase in visitor numbers, contributing over £3 billion to the local economy. She told delegates that major attractions such as Chester Zoo, Jodrell Bank and the city of Chester had continually invested huge sums to ensure a high quality visitor experience.
Introducing a panel discussion on ‘Experiential Group Travel’, AGTO’s chief executive, Mike Bugsgang, explained the changes that had taken place in the group travel market over the years, with customers requiring a much more boutique, tailored experience.
Panelist Sarah Goldsbrough, National Sales Manager Groups, Warner Leisure Hotels, said groups now seek more interactive experiences. She said the company was arranging participative activities for groups, such as visiting local gardens for hands-on sessions in plant management.
AGTO’s Kent Branch Chairman, Jim Silvester, flagged up numerous opportunities available to organisers involving sporting activities.
Also joining the panel was Alex Clifton, Artistic Director of Chester’s new £37m attraction, Storyhouse – a theatre, library and cinema, home to a year-round programme of touring theatre, along with a host of activities across its public spaces.
Alex outlined the exciting programme of events taking place at the attraction in 2018 that will be perfect for groups, many of which can be tailored to a particular special interest.
As part of the weekend, Marketing Cheshire arranged familiarisation trips for delegates themed ‘Stately Homes and Gardens’, ‘Waterways and Heritage’ and ‘City Sightseeing’.
The Showcase’s headline sponsor was Made Tourism Marketing, which provided West End star Ashleigh Gray for the dinner entertainment, singing songs from Wicked, in which she played Elphaba.
AGTO’s Chief Executive, Mike Bugsgang, says: “AGTO Associate members reported high levels of enquiries from GTOs on their stands during the Showcase that followed the business session presentations, so it was good news to see plenty of future group travel business being discussed.
“It was also great that the delegates had an opportunity to view many of the exciting and innovative attractions in the region and our thanks go to Marketing Cheshire for supporting AGTO by organising the fam trips during the weekend.”
