The British Tourism & Travel Show 2026 delivers strong debut for one-day format

225 exhibiting brands and a new interactive show feature marked a successful new one-day format at the NEC Birmingham on 19 March.

The British Tourism & Travel Show (BTTS) returned to the NEC Birmingham on 19 March 2026 for its first one-day edition. More than 225 exhibiting brands, a strong uptake of pre-booked meetings and well-attended Theatre sessions across the day confirmed that the new format delivered everything the show is known for, with visitor and exhibitor satisfaction reaching record levels.

Visitor numbers were in line with the previous show, demonstrating the ability of the one-day format to deliver the same scale in a single, focused day.

Exhibitors representing destinations, attractions, accommodation providers and suppliers from across the UK, Ireland and the near continent met with coach tour operators, group travel organisers and travel agents across a full day of business.

Standout moments on the show floor
BTTS featured memorable moments throughout the day. Liverpool Football Club brought its Premier League trophy, attracting a stream of visitors. Drayton Manor Resort arrived with its mascot, Rory, who proved popular for photos. The British Bird of Prey Centre introduced Frodo the owl, offering visitors a hands-on encounter. Brigit’s Afternoon Tea also drew strong interest with its Monopoly-themed tour bus.

Love Ribble Valley took home the Best Dressed Stand award, as voted for by visitors on the day. Tom Pridmore, Tourism Officer at Ribble Valley Borough Council, said: “The British Tourism and Travel Show is an extremely well-run event, which delivers quality customers. There was an atmosphere of positivity and fun in the hall, which is exactly how our great tourism industry should feel.”

Driving business, face to face
With 680 meetings pre-booked through the Meeting Planner, BTTS delivered a focused day of business. Exhibitors and visitors arrived prepared, with a high concentration of decision-makers on-site leading to focused, high-quality conversations and a consistently busy show floor.

“It was an incredibly busy day and a fantastic opportunity to generate more business. Well worth it.” Elizabeth Goode, Reservations Manager at Thursford

“We found it to be a very busy and productive day. It was great to meet so many of our customers in one day.” Claire Thompson, Commercial Manager at Norman Allen Group Travel Ltd

“The British Tourism & Travel Show is an excellent platform for business opportunities. The calibre of visitors was outstanding.” Angela Harthen, Group Development Manager at Britannia Hotels Ltd.

Post-show surveys reflected the quality of the day – 95% of exhibitors rated the quality of visitors to their stand as excellent or good, and visitor satisfaction scores rose 13% year on year.

Tourism Tycoon debut
A new feature for 2026, Tourism Tycoon gave visitors the opportunity to explore the show in a more interactive way, rewarding engagement across the exhibition and Theatre programme. Visitors ‘played’ their way around the show by collecting stamps in a passport, earned through visiting stands, attending sessions and taking part in challenges across the day. The more stamps collected, the greater the chance of winning. 26 visitors took home prizes including hotel stays, attraction tickets and experiences across the UK.

The initiative added energy and a sense of discovery to the show floor, encouraging visitors to explore new areas and connect with exhibitors they may not otherwise have considered.

Daniela Martini from All in One Tours said, “Tourism Tycoon encouraged me to speak with suppliers I wouldn’t have considered otherwise.”
Emma Lawson, Transport Manager and Finance Director at Lawson’s of Corby added, “We ended up circling back and speaking to more stands because of Tourism Tycoon.”

Sandman Hotel Group’s Wendy and Aneisha, who participated as a Prize Partner, praised the new feature. “The addition of Tourism Tycoon has further driven engagement for attendees. We have done the show for many years, and this was probably the best yet!”

Practical insights for the year ahead
The Theatre programme drew strong attendance across the day, covering travel trends, AI-led discovery, legal and regulatory change, emotional marketing, and accessibility. Each session offered practical tools to support planning for the season ahead.
Recordings are available to watch on demand here. 

Visitor response
Visitors highlighted the value of attending, from discovering new suppliers to expanding business contacts. Lita Jempson, Travel Advisor at Farleigh Coaches, said: “It was good to discover suppliers we hadn’t come across before and come away with fresh ideas for next year’s brochure.”

Matt Lyne, Programme Manager at Barton Hill Travel, agreed: “It was refreshing to discover new opportunities for future programmes, and a great way to expand business contacts in a relaxed and friendly environment.”

Emma Claughton, Managing Director of Journeys Holidays, summed it up: “BTTS is the one show for coach and tour operators not to be missed. The best of its kind in the UK.”

Looking ahead
Forward bookings for BTTS 2027 are open and filling quickly, with exhibitors already securing their places following what many described as their best show yet.

Event Manager Lloyd Jones said: “It was great to see such a positive atmosphere throughout the day. The move to a one-day format has worked really well, bringing everyone together for a more focused and productive show. The feedback has been excellent, and the rebooking for 2027 is a clear sign of the confidence in BTTS.”

BTTS 2027 takes place on 11 March at the NEC Birmingham.
To join the mailing list, visit tourismshow.co.uk.
To enquire about exhibiting, contact Lloyd Jones at ljones@divcom.co.uk or 01733 889684.