The CTA Conference & Workshop 2025 achieved its best-ever attendance as 200 members came to Stratford-upon-Avon earlier this month (8-11 February). The main business session saw a record number of 1,200 meetings at the Meet the Buyer Workshop.

With Gold Sponsor DFDS and Silver Sponsor Trust My Travel supporting the event, early attendees on Saturday were welcomed at Vine Hotels’ Clarion Charlecote Pheasant hotel before transfer to the main host venue, Crowne Plaza Stratford Upon Avon by Valor Hotels.

“Record attendance at the CTA Conference is a demonstration for the travel trade of the power of face-to-face discussions with a dedicated, business development focus,” says CTA Chair, Robert Shaw. “Coach tourism operators increasingly see the Conference & Workshop as the annual event to help develop their future product. With a fertile audience of buyers who are ready to do business, it’s clear why the event is so popular with suppliers to the sector, from hotels to attractions.”

The main action began on Sunday with a fam trip to Shakespeare’s Birthplace and an orientation tour of Shakespeare’s houses, including Anne Hathaway’s Cottage, led by Blue Badge Guide Roger Bailey with transport by Johnsons Coaches. In the afternoon, delegates participated in a tour and guided tasting session at Shakespeare Distillery, home to production of gin and rum. The Shakespearean theme continued in the evening with performances by Events From History, including a 20-minute version of Romeo & Juliet.

Monday’s Meet The Buyer Workshop, the biggest business generation event in the coach tourism calendar, received record attendance as operator and wholesaler buyers hosted pre-arranged meetings with industry suppliers, from hotels to insurance providers. Meeting customers new and existing, the Workshop has continued to grow in priority for tourism industry buyers and sellers as the premier annual event to plan future product.

Moving to the Conference session, transport correspondent and former BBC reporter Peter Plisner engaged TV presenter Anthea Turner in an interview. Commenting on the sector, Anthea advised members to focus on ‘doing what you do best’, and spoke in support of promoting the less understood benefits of coach travel. “Know what you do well – and keep doing it,” advised Anthea, who also praised coach operators with their ability to engage with customers on a personal level to provide a trusted experience.

An operator panel featuring David Blake, Blakes Coaches; Roger Bull, RB Travel/Taurus Holidays; Jason Edwards, Jason Edwards Travel; Louise Webster, Acklams Coaches then faced a Question & Answer session, focusing on issues around attracting a younger audience and workforce, service levels at hotels and ports, plus changing the coach tourism image. The evening was capped with a trip to Shakespeare’s Schoolroom and Guildhall, followed by dinner at RSC Stratford Rooftop restaurant.

The event concluded on Tuesday with a fam trip to St Mary’s Guildhall Coventry, again hosted by Blue Badge Guide Roger Bailey. Home to over 700 years of history and a one-time host of The Crown Jewels, St Mary's Guildhall is one of the finest surviving medieval guildhalls in the country.

Next year’s CTA Conference is scheduled for Derry-Londonderry, 7-10 February 2026. The next CTA events are a networking reception at BTTS on Wed 19 March, CTA Spring Networking 2025, 17-19 May, in Norwich, and CTA Winter Networking 2025 – 21-24 November, Perthshire. Booking details will be available soon at: https://coachtourismassociation.co.uk/cta-events/