Inbound tourism is a major contributor to the UK economy, yet many businesses are not fully maximising the potential it offers. At this year’s British Tourism & Travel Show, Joss Croft, CEO at UKinbound, will will provide an overview of the latest visitor trends, market insights, and the challenges and opportunities shaping the sector in the session,’Inbound travel trade: A golden opportunity to boost your business’ on Thursday 20 March at 11.30 – 11.55am in the Keynote Theatre.
Joss will explore how businesses can better engage with the travel trade, build strong partnerships, and develop inbound-friendly offerings to attract more international visitors.
Introducing Joss Croft
As CEO of UKinbound, Joss leads the award-winning trade association that advocates and lobbies for policies that drive the UK’s second largest service export sector. Joss plays a crucial role in developing its members inbound businesses, connecting buyers and sellers to drive profitable outcomes. Having steered the association and the sector through the pandemic, Joss now works to drive growth and value for the industry. He also sits on government advisory boards in Scotland and the UK. Joss was awarded an OBE in the New Year’s Honours List 2023 for services to the tourism industry.
Can you tell us more about your business and what it does?
“UKinbound is a leading travel trade association and the only one which focuses solely on the interests of the UK’s inbound tourism sector. It has over 460 members, including tour operators, destination management companies, accommodation providers, attractions, destination marketing organisations, and service providers such as restaurants, transport, retail, ticketing, and professional services. UKinbound engages with the Government, media, travel trade, and general public to raise awareness of inbound tourism’s significant impact on the UK economy and drive returns for its members.”
What are the most rewarding and challenging aspects of your job?
“The span of the job – everything from driving member benefits to speaking with government ministers to changing the lightbulbs! Being able to draw a clear line between undertaking an activity and delivering a positive outcome is rewarding. And of course, the people – both colleagues and stakeholders. Frankly, I love it all!”
What’s the best advice you’ve received, and what’s your biggest takeaway from this year?
“If you are going to do something, give it 100% – and make sure you do it with integrity and passion.
We live in troubled times, but the resilience of our sector is astonishing and will see us through whatever is thrown at us.”
What are you most looking forward to discovering or experiencing at BTTS 2025?
“Meeting up with existing contacts and building new partnerships and friendships.”
Why do you think BTTS is a must-attend event for those who organise group travel?
“It is a one-stop shop for anyone organising domestic and international tours. Everything is under one roof, delivering excellent value for time as well as value for money.”
What can visitors expect to learn or experience from your session that will benefit their business or organisation?
“I hope to demonstrate the opportunities from attracting high-spending, shoulder- and low-season visitors and how you can build partnerships that will bring new business when you most need it.”
Based on your area of expertise, what advice would you give tour operators and group travel organisers to benefit their businesses or organisations?
“Have a passionate commitment to identifying, understanding, and delivering on customer needs. Understand how international distribution channels work. Differentiate yourselves from the competition.”
What are the biggest challenges you see facing the group tourism industry today, and how can tour operators and group travel organisers best address the challenges?
“The costs of doing business mean that margins and profits are being eroded. Additionally, the cost of living is impacting UK customers’ confidence. You need to demonstrate real value and make sure every single visitor has a wonderful experience.”
Looking ahead, what are the biggest opportunities for the group tourism industry in the coming years?
“In an increasingly digital world, people relish the human contact and experiences that travel can bring. Two of the sectors that can’t be ‘AI-ed out’ are the rich memories travel delivers and your ability to communicate, market, and sell these experiences.”
What do you see as key tourism trends for 2025 and beyond?
“More experiential and personalised travel, as well as increasing demand for sustainable travel.”
Suggest a question and answer to best showcase your expertise.
“How many of you use a tour operator when you travel?
Probably quite few. But what percentage of inbound visitors use a tour operator? 43%. If you are not working with and through the travel trade, you are missing a huge opportunity.”
