The British Tourism & Travel Show (BTTS), the UK’s leading group travel trade event, kicked off with fanfare as Bromyard’s Town Crier officially opened the show at the NEC, Birmingham on 20 – 21 March 2024.
With a diverse array of exhibitors offering a wealth of tour ideas, insights from the keynote programme illustrating industry vitality, and the fastest rebooks in history, BTTS 2024 reflected the health, vibrancy, and potential for growth within the group tourism sector.
Exhibitor showcase: A treasure trove of ideas for group tour itineraries
Featuring 207 exhibitors, with 60 making their debut, inspiration was in abundance at the show. Thousands of group travel organisers (GTOs), coach operators, travel agents and tour operators connected with teams from attractions, destinations, and hotels, to explore options for group travel itineraries, both within the UK and abroad.
Exhibitors showcased a diverse range of offerings, from eco-friendly accommodations to cultural experiences and adventure tours, catering to every traveller’s preference. Exploring the exhibition hall offered a sensory feast, with much to see and do. Regional tastes awaited visitors on the Food and Drink Trail, while larger-than-life superhero sculptures from the British Ironworks Centre captured attention. Engaging talks from the Ripon Hornblower in full regalia provided insight into ancient traditions. Visitors also had the rare opportunity to get up close to Liverpool Football Club’s recently won Carabao Cup, and Manchester City’s Premier League Trophy, adding to the immersive atmosphere.
Visitor Experience: Planning itineraries and forging new connections
The exhibitor showcase not only provided inspiration for attendees planning future tour itineraries, it also presented valuable networking opportunities. As returning visitor Denise Hanson, proprietor of Hanson Exclusives Escorted Holidays expressed: “I’ve been attending the British Tourism & Travel Show, in its many guises, for 38 years and it is the one trade show I look forward to. I always come away with plenty of new ideas for tours and enjoy meeting up with colleagues.”
Others echoed similar sentiments, highlighting the show’s role in providing inspiration, forging new connections, and staying abreast of emerging trends. Rachel Slack, product contract coordinator at Roberts Travel Group, says: “The show is great to gain new ideas for future tours.” David Chatterley, proprietor at SHOWCOACHTours agrees, and adds: “It’s the start of the future year’s programme.”
Reflecting on the event, Matt Lyne, programme manager at Barton Hill Travel affirms: “It’s the perfect place to meet UK suppliers, and it keeps us up to date with new opportunities within the travel trade.”
Amy Romaine, marketing manager at The Ready Group, emphasised: “The show is the perfect opportunity to meet new and existing travel partners and attend insightful keynote sessions on key trends in the travel and tourism industry.”
Staying ahead of the curve: Industry insights and emerging trends
Visitors eager to hear about the latest developments, trends, and opportunities filled the Keynote Theatre on both days of the event.
The program, delivered in association with the Home Office, highlighted the introduction of the new Electronic Travel Authorisation (ETA), which launched in 2023 and will continue roll-out to all eligible nationalities throughout 2024. A requirement for all non-British and Irish residents entering the UK, the ETA scheme is essential knowledge for those planning inbound tours.
The opening session, hosted by Vicky Parr from VisitEngland as part of English Tourism Week, revealed VisitEngland’s optimistic forecasts for 2024. Anticipating a steady and continuous recovery trajectory, Parr shared projections that inbound travel volumes would reach 97% of pre-pandemic levels in 2024, with expenditure reaching 120% in the same period. Attendees also heard about the remarkable surge in domestic day visits in England in 2023, which reached one billion, marking an 8% increase from the previous year. The accompanying spend echoed this positive trend, rising to £44.4 billion, a substantial 15% rise from 2022. These statistics underscore the industry’s notable recovery post-pandemic, painting a buoyant outlook for the future.
In a later keynote session, Alexander Göransson from Euromonitor International highlighted the sustained peak in domestic travel and provided insights into the ongoing trend away from air travel towards greener modes. He also forecasted a surge in luxury travel seekers within the UK market, supported by compelling statistics from Euromonitor International’s 2024 UK Tourism Forecast.
Adapting to changing expectations: Insights from panel discussions
Two panel sessions covered changing expectations in group travel. Three members of the Association of Group Travel Organisers (AGTO): GTO Catherine Skeggs, former joint owner of Dunwood Travel, Colin Duncan, and product manager with HF Holidays, Rob Carroll, noted the way the sector has changed in recent years and how supplier products and the behaviour of group travel organisers is changing as a result.
The second session brought together three leading coach tour operators: Amanda Harrington from Bakers Dolphin, David Blake from Blakes Coaches and Jason Edwards from Jason Edwards Travel, who emphasised the critical role of managing expectations, with attention to detail and effective communication being key to ensuring customers are well-informed about their experiences.
Empowering marketers: Strategies for success
Further sessions provided insights and strategies for industry marketers. Anthony Rawlins, founder and CEO of Navigate, underscored the significance of diversifying revenue streams, innovating product offerings, embracing technology, and prioritising rarity and cause to achieve success. Manu Kastia, founder and head of strategy at Digital Dialog, delved into the application of artificial intelligence to enhance marketing campaigns and elevate traveller experiences. Kastia shared the AI tools and technologies available today and outlined initial steps for implementation.
The value of industry connectivity was apparent as a panel explored the benefits of Coach Tourism Association (CTA) membership. CTA Chair Robert Shaw, alongside Jennifer Cormack of Windermere Lake Cruises, Tim Southby of Heathside Travel, and Shaun Read of coach tour wholesaler Ashley & Newey, discussed the membership organisation’s role in uniting the coach tourism community. These discussions underscored how networking opportunities provided by organisations like the CTA contribute to the overall success and growth of the industry.
Inspiring tours: Stories and anecdotes from local guides
Five Blue Badge Tourist Guides took to the stage to showcase the reasons to visit Wales, Cumbria, the Lake District, Coventry, and the Heart of England, with anecdotes and stories of the people, legends, culture and heritage of their respective areas to inspire tours.
Visitors were also introduced to representatives from the newly appointed Local Visitor Economy Partnerships in Bath, Bristol, the Cotswolds, Derby, and Plymouth, who highlighted the latest opportunities in their respective areas.
2024: A year to remember
Facilitating the Keynote Theatre sessions was group travel specialist, transport and travel writer, and editor, Stuart Render. Commenting on the programme he says: “Each year the keynote programme brings together a valuable snapshot of the group travel and coach tourism industry. This year, whether it was an industry update, or a relaxed chat with fellow industry professionals, the message coming across was clear. The group travel and coach tourism sector is thriving, with visitor attractions, destinations, hoteliers, and suppliers all keen to make 2024 a year to remember.”
BTTS delivers: Highest ever onsite re-bookings
Event Manager, Lloyd Jones says: “We are delighted that this year’s show was a great success. The lively atmosphere, popular keynotes, outpour of positive visitor feedback, and enthusiasm from exhibitors was remarkable.
“Exhibitors were delighted with the number and quality of coach tour operators and group travel organisers in attendance. So much so, that over 50 have already confirmed for next year, which is the fastest uptake on stand rebooks in 10 years.”
Janice Smith, revenue manager at the Royal Highland Hotel, says: “The calibre of visitors to this show is of the highest quality.”
Commenting on her exhibiting experience, Lucy Blincow from White Cliffs Country says: “The quality and quantity of visitors was great, we met plenty of potential new buyers and made several promising new business contacts. We’ve already booked our stand for 2025!”
Prospective exhibitors are urged to contact Lloyd Jones early to secure a stand at next year’s event at [email protected] or by calling +44 (0)1733 889684.
Looking ahead: British Tourism & Travel Show returns in 2025
As visitor Bob Hickman, events manager at Dudley’s National Association of Retired Police Officers, summarised: “The British Tourism & Travel Show is an asset to group organisers that should not be missed.”
The show will return to the NEC, Birmingham on 19 – 20 March 2025. Visit www.tourismshow.co.uk to join the mailing list and keep up to date with developments.