After a long period of uncertainty, the British Tourism & Travel Show 2021 (BTTS) delivered a much-needed spark of excitement and energy for the group travel industry. Held at the NEC in Birmingham on 22 and 23 September, this event marked the first major in-person trade show to return post-lockdown, offering a hopeful sign that the tourism sector is back on track and ready to recover.
More than 220 exhibitors from across the travel world—destinations, visitor attractions, hotels, and tourism suppliers—gathered to reconnect with group tour planners and coach operators, showcasing the best opportunities for new partnerships and business ventures.
A Welcome Return to Face-to-Face Connections
For many, the chance to meet in person again was invaluable. Tom Cranshaw, head of global product at Vivu Journeys, shared his excitement, saying, “It was so great to be meeting suppliers and partners face-to-face again. I picked up useful information, formed great relationships, and secured new business. I’m already looking forward to next year!”
The buzz in the air was palpable as Martin Laver, managing director of ‘all about Tours’, expressed his joy at reconnecting with old colleagues and making new contacts: “After the global challenges, it was fantastic to see BTTS back. We left feeling positive about the season ahead and excited about the new opportunities we uncovered.”
Insights and Inspiration: Knowledge-Focused Sessions
Alongside the bustling exhibition hall, the event featured an enriching Keynote programme that gave attendees the chance to gain actionable insights. Top industry voices from VisitEngland, the Tourism Alliance, Travlaw, and more shared their expertise, offering valuable takeaways to help businesses thrive as they adapt to new realities in the travel landscape.
Ross Calladine from VisitEngland commented, “BTTS 2021 has been crucial in bringing key industry players together to collaborate and accelerate our recovery.”
The Show’s Impact: Renewed Energy and New Partnerships
The event proved to be an important milestone in the industry's journey back to business, with exhibitors like Martin Slater from Greatdays Group Travel noting, “We were amazed by the turnout and the positive energy. There was a real buzz throughout the two days, and we saw firm orders being placed, along with exciting ideas for future tours.”
Representing Visit Liverpool, James Wood echoed this sentiment, highlighting the valuable connections made during the show. “Our presence at BTTS translated into new business for the city, helping our tourism recovery.”
A Vibrant Future for the Tourism Industry
Show organizers Diversified Communications also shared their satisfaction with the event’s success. Helen Conway, event director, remarked, “From the very start, there was a real buzz. It was clear that the industry was ready to reconnect, and the energy was electric. The positive vibes from both exhibitors and attendees were a clear indication that the sector is bouncing back.”
The British Tourism & Travel Show 2021 proved that, even after a challenging year, the travel industry is ready to embrace the future, filled with new connections, fresh ideas, and renewed optimism. With plenty of enthusiasm surrounding the event, it’s clear that the sector is poised for a bright future.
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