The British Tourism & Travel Show (BTTS) once again proved why it's the UK’s flagship event for the group travel industry. The two-day exhibition drew thousands of group travel organisers, coach tour operators and wholesalers to the NEC Birmingham on 19–20 March 2025. More than exhibitors showcased the best in British and Irish destinations, attractions, experiences, and accommodation – providing ideas, inspiration and opportunities for every type of group trip.

The show brought together a diverse range of exhibitors, from scenic countryside retreats to historic landmarks and cultural attractions. Hotel groups unveiled exclusive group travel packages, regional tourist boards rolled out their welcome mats and attractions offered new itinerary inspiration. Visitors explored offerings from 55 destinations from the Hebrides to Cornwall, alongside hundreds of attractions - including river cruises, heritage railways, botanical gardens, sporting venues, iconic cultural sites and more.

Live entertainment brought the show to life, as Viva Blackpool’s Showgirls engaged with visitors and The Regency Experience dressed them in authentic period costumes. These attractions – along with samples of craft ales and sweet treats – gave tour planners a taste of what their groups could enjoy.

The show gave visitors valuable opportunities to discover new ideas, make connections, and enhance their tour offerings. Vickie Reekie, Tour Manager at Voel Coaches said, "It’s the best show to visit, with plenty of new suppliers giving a great source of inspiration."

Frequent visitor, Andrea Plucknett, Tours Manager at Blakes Coaches, highlighted the show's significance: “I attend every year to connect with suppliers, discover new tour ideas, and gain industry insights. It’s a great opportunity to exchange ideas and learn from expert speakers.”

First-time attendee Barinder Sangha, Independent Travel Agent at Fly With B, shared: "BTTS truly exceeded my expectations. I left feeling excited about the connections I made, and for the new business I’ll be sharing with my clients! I can’t wait for the next one!"

The show wasn’t just about inspiration, it also delivered on business outcomes. With 653 pre-booked meetings between exhibitors and visitors, BTTS provided a platform for meaningful conversations, making deals, and forging partnerships. “The atmosphere over both days was fantastic!” said Lloyd Jones, Event Manager. “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.”

Paul Beaumont, Director of Greatdays Travel Group, echoed the enthusiasm: “We were busy the whole time, speaking to existing and many potential new customers.” Mark Smith, Groups and Trades Manager at Continuum Attractions added, “It’s a great event to showcase our attractions to the leisure industry." Louise Fitzpatrick, Head of Sales at Albatross Travel strongly agreed: “It’s a great show for us to do business and connect with key clients and suppliers.” She continued: “It is the most important trade show for our business.”

In addition to finding tour inspiration and new business opportunities, visitors also gained insights and practical advice from experts in a packed Keynote Theatre. Highlights included Catherine Warrilow’s session on trigger driven marketing which explored the power of buying psychology. A "Travel Without Limits" accessibility panel gave insights and strategies to create experiences that cater to all. Jon Chamberlain from Visit West shared details about events happening to celebrate Jane Austen's 250th birthday to inspire tour plans. A further panel discussion explained how visitors can win new customers to coach holidays and attract a broader audience.

The full programme featured expert speakers from across the industry discussing coach tourism, legal compliance, AI in marketing, inbound tourism, and responsible tour planning. All of these insights will be available on demand on the BTTS website soon.

Looking ahead to 2026 - one day, maximum value 

Following a successful 2025 edition, BTTS will return to the NEC Birmingham on Thursday 19 March 2026 as a one-day event. This move follows extensive consultation with both exhibitors and visitors in recent years, with the new format designed to reflect how the industry works today.

“This is a positive change that benefits everyone,” says 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.”

Save the date – be a part of next year’s show  

BTTS remains the most comprehensive and best-connected platform for the group travel sector. It brings together a wide range of attractions, destinations, and suppliers, and attracts serious buyers from across the UK and beyond.  The show will return to the NEC, Birmingham on 19 March 2026. To join the mailing list and keep up to date with developments, visit tourismshow.co.uk

To enquire about exhibiting, contact Lloyd Jones at ljones@divcom.co.uk or +44 (0)1733 889684.