Thousands of visitors and 204 exhibitors attended the British Tourism and Travel Show at the NEC Birmingham on 19-20 March.
The show, which was organised by routeone publisher Diversified Communications, brought together the best in British and Irish destinations, attractions, experiences, and accommodation.
Group travel organisers, coach tour operators and wholesalers were among the visitors able to explore offerings from 55 destinations, as well as hundreds of attractions.
Following what organisers described as a successful edition, the British Tourism and Travel Show will switch to a one-day event in 2026, when the NEC will again play host on 19 March.
That change was made following extensive consultation with exhibitors and visitors and out of consideration for reducing costs for all attendees.
Live entertainment in the form of Viva Blackpool’s Showgirls and The Regency Experience gave tour planners a glimpse of what their groups could enjoy.
“This is a positive change that benefits everyone,” says British Tourism and Travel Show Event Manager Lloyd Jones. “Bringing everything into one day – including the free keynote sessions – makes it easier for visitors to get everything they need in a single, focused visit. It’s a more efficient way to meet suppliers, discover new destinations, and catch up on the latest in group travel, without taking extra time out of the week.
“For exhibitors, it means lower costs with fewer overnight stays, and less time away from the office – but with just as much impact. With all the buyers there on one day, conversations will be more focused, and follow-up can happen faster, all without losing the scale or quality BTTS is known for.”
“We’ve listened and adapted to industry preferences. Exhibitors are already backing the change, with many rebooking for 2026 already.”
The two-day Keynote Theatre speaker programme saw industry experts discussing coach tourism, legal compliance, AI in marketing, inbound tourism, and responsible tour planning.
Included was a panel discussion hosted by the Coach Tourism Association on how visitors can win new customers to coach holidays.
Confederation of Passenger Transport (CPT) UK Coach Manager Phil Smith was also among the speakers as he explained the merits of CPT’s Coach Friendly accreditation scheme.
This year’s show also provided ample opportunity for networking, with 653 pre-booked meetings between exhibitors and visitors taking place.
“The atmosphere over both days was fantastic!” adds Mr Jones. “The aisles were buzzing, and the positive engagement reflected the strong business being done. Exhibitor bookings for next year are already coming in, which shows just how successful the event was.”
Tour providers Action Tours, Albatross Travel, Greatdays Travel Group, Holiday Ireland Tours, and Norman Allen Group Travel were among those exhibiting at the show.
Louise Fitzpatrick, Head of Sales at Albatross Travel says: “It’s a great show for us to do business and connect with key clients and suppliers. It is the most important trade show for our business.”
