The British Tourism & Travel Show (BTTS) has confirmed its speaker programme ahead of the 2026 event. Taking place on 19 March at the NEC Birmingham, BTTS will bring together the group travel community for a day of discovery, networking and itinerary planning
The programme will feature expert sessions addressing the trends and challenges shaping the sector, from AI-powered search visibility to emotional marketing and accessible travel design.
Expert insights
Oliver Rowe, Global Managing Partner at GSIQ, will open the day with “2026 travel trends you can’t ignore: Mapping the next wave of group demand”. Drawing on recent consumer survey research from the UK and nine other countries, Oliver will reveal shifts in when groups are booking, what they’re willing to spend, and where demand is growing.
Oliver Sissons, Search Director at Reboot Online, will examine how group travel brands can stay visible when bookings start in ChatGPT. As AI assistants like ChatGPT and Gemini increasingly influence how travellers research and plan trips, Oliver will reveal which travel brands appear in AI recommendations and why, offering practical steps to strengthen visibility in AI-powered search results.
Matt Gatenby from Travlaw will present “Further up the road: Legal and regulatory changes”, outlining key legal and regulatory developments for the travel and tourism sector over the next 12 to 24 months, including long-awaited updates to the Package Travel Regulations.
Claire Robinson, Creative Director at Mirror Mirror Creative Agency, will explore emotional storytelling in her session “Stop selling itineraries. Start selling emotion”. Drawing on marketing research showing that emotional campaigns deliver twice the return of logic-based messaging, Claire will share practical tools to craft marketing that drives bookings and builds loyalty.
The final session of the day is a panel discussion on “The accessible journey: Designing the whole visitor journey”. The session will bring together James Dixon-Box (The Marsham Court Hotel), Tess Pike (British Guild of Tourist Guides), Peter Quick (No Boundaries Disability Consultancy), and Deanne Moses-Wright (Wheelie on the Waves) to explore how operators, destinations and guides can create more inclusive and accessible experiences for all travellers.
Strong exhibitor line-up
In addition to the expert programme, over 200 exhibitors are expected, showcasing group-friendly attractions, destinations and accommodation providers from across the UK, Ireland and the near continent.
Returning exhibitors include Continuum Attractions, BWH Hotels Great Britain, Devon’s Top Attractions and The World of James Herriot, alongside newcomers such as Ad Gefrin, Britannia Hotels and Museum of Illusions Manchester.
Destinations represented range from Visit Wales and Tourism Ireland to Cornwall, Ribble Valley and the Great West Way, with heritage railways and cruise operators also featuring strongly.
Connect and discover
Group travel buyers can use the free Meeting Planner to contact exhibitors before the show, arrange meetings on the day, and choose which Theatre sessions to attend, ensuring a productive visit.
Event Manager Lloyd Jones comments: “BTTS has established itself as the essential annual meeting point for the group travel community, and we’re delighted to welcome visitors and exhibitors back to the NEC Birmingham in March.
“From expert speakers to practical planning tools, and an exciting new feature launching, this year’s show promises to deliver everything group travel buyers need to create future tours and itineraries.”
Free registration for trade and group travel organisers
The British Tourism & Travel Show takes place on 19 March 2026 at the NEC Birmingham. For more information and to register for a free ticket, visit www.tourismshow.co.uk.
