The British Tourism & Travel Show (BTTS) 2024 kicked off with vibrant energy as Bromyard’s Town Crier officially opened the UK’s leading event for group travel trade at the NEC Birmingham on March 20-21, 2024. With an impressive array of exhibitors, thought-provoking keynote sessions, and a surge in re-bookings, BTTS showcased the thriving potential of the group tourism sector, setting the stage for a successful year ahead.
Exhibitors Galore: A World of Group Travel Ideas and Inspiration
With 207 exhibitors—including 60 newcomers—the show floor was a treasure trove of ideas for future group travel itineraries. Travel professionals, including group travel organisers (GTOs), coach operators, and tour operators, mingled with representatives from attractions, destinations, and accommodations to discover the latest offerings for group tours, both domestically and abroad.
The exhibitors presented a diverse range of experiences, from eco-friendly accommodations to cultural adventures and immersive group tours. Attendees could explore regional culinary delights along the Food and Drink Trail, admire larger-than-life superhero sculptures, and even hear stories from the Ripon Hornblower, bringing ancient traditions to life. The show also gave visitors a unique chance to get up close to coveted trophies, including the Carabao Cup from Liverpool FC and the Premier League Trophy from Manchester City.
A Platform for Networking and New Ideas
Beyond the exhibition, BTTS proved to be a prime space for networking and building lasting relationships. Denise Hanson, proprietor of Hanson Exclusives Escorted Holidays, emphasized the value of the event, stating: “I’ve attended for 38 years, and I always leave with new ideas for tours and connections.” Similarly, Rachel Slack from Roberts Travel Group noted the show’s invaluable role in sparking fresh ideas for upcoming tour programmes.
For many attendees, BTTS is more than just a trade show; it’s the perfect opportunity to stay ahead of industry trends and connect with both new and existing partners. As Matt Lyne, programme manager at Barton Hill Travel, shared: “It’s the perfect place to meet UK suppliers and keep up to date with new opportunities.”
Industry Insights and Emerging Trends
BTTS 2024 wasn’t just about booking tours; it was also a platform for sharing knowledge and industry trends. The Keynote Theatre was filled with eager attendees looking to gain insights on the latest developments in group tourism.
One key highlight was the introduction of the Electronic Travel Authorisation (ETA), a new system for non-British and Irish residents visiting the UK, which launched in 2023 and will continue to expand in 2024. This update is vital for those planning inbound tours to the UK.
The opening session, presented by Vicky Parr from VisitEngland, outlined optimistic forecasts for 2024, including a predicted return of inbound travel to 97% of pre-pandemic levels, and a 15% rise in domestic spending. The data reflects the tourism industry’s strong recovery and signals a prosperous future for group travel.
Further sessions, such as one led by Alexander Göransson of Euromonitor International, explored the growing demand for domestic travel and the shift towards greener, more sustainable options, as well as a rise in luxury travel among UK tourists. These insights provided attendees with valuable knowledge for shaping future tours.
Adapting to Changing Expectations in Group Travel
As the group tourism landscape continues to evolve, two panel discussions shed light on how group travel expectations have shifted. Experts from the Association of Group Travel Organisers (AGTO) discussed the changing nature of supplier offerings and how group travel organisers are adapting to meet new demands. Similarly, a panel of coach tour operators shared tips on managing customer expectations, stressing the importance of effective communication and attention to detail.
Marketing Strategies for Success in Group Travel
BTTS 2024 also provided marketers with valuable strategies for success. Anthony Rawlins, founder of Navigate, shared insights on how to diversify revenue streams and innovate tour products, while Manu Kastia of Digital Dialog discussed the role of artificial intelligence in enhancing marketing campaigns and improving customer experiences.
Additionally, a panel on the Coach Tourism Association (CTA) highlighted how being part of a membership organization can enhance connectivity and support growth within the coach tourism community.
Showcasing Local Culture and Heritage
The Blue Badge Tourist Guides took the stage to share their passion for local culture and heritage, offering a deeper look into the tourism opportunities in regions like Wales, Cumbria, and Coventry. These stories, filled with folklore and traditions, inspired attendees to consider these unique destinations for future group tours.
Looking Ahead to a Thriving 2024
With over 50 exhibitors already re-booked for next year—the fastest re-booking rate in 10 years—BTTS 2024 reflected the growing enthusiasm and optimism within the group tourism sector. Lloyd Jones, Event Manager, remarked: “We’re thrilled with the success of this year’s show. The feedback from exhibitors and visitors alike has been overwhelmingly positive.”
Lucy Blincow from White Cliffs Country echoed this sentiment, noting the high-quality leads generated at the event: “We met many new buyers and made promising connections for future business.”
In short, BTTS 2024 was a dynamic celebration of the thriving group travel sector, offering inspiration, insights, and a glimpse into the exciting opportunities awaiting in 2024 and beyond. Whether you’re planning group tours or seeking to connect with industry experts, this year’s show has set the stage for a year to remember.
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