About British Tourism & Travel Show
The British Tourism & Travel Show is a trade event for the domestic and group travel market, organised by Divcom and held at the NEC in Birmingham. It connects attractions, destinations and other tourism suppliers with the people who plan and book group trips, and more than 200 brands exhibit.
Exhibitors include attractions, heritage sites, venues, hotels, destination marketing organisations, transport providers and tourism boards, with some taking space within national or regional pavilions. Visit Wales, for example, runs a pavilion that lets Welsh tourism businesses exhibit at a reduced rate.
Visitors are coach operators, tour operators, group travel organisers, travel agents, wholesalers, education and youth organisers and sporting event organisers. These buyers book in volume, so a single productive conversation can bring many visitors to an attraction or destination over a season.
The show runs as a single day, a format introduced in 2026 that the organiser says delivered visitor numbers comparable to the earlier multi-day editions. A free meeting planner lets exhibitors request appointments with buyers and fill their diaries before the day, and exhibitors who use it are generally better placed to make the most of their time.
For attractions and destinations, the event is a cost-effective way to reach the organisers who fill seasons. Stands tend to be simple and welcoming, with strong imagery and practical information on group rates, coach parking, accessibility and itineraries, since those are the questions organisers ask.
Next edition
British Tourism & Travel Show 2027: what to expect
The British Tourism & Travel Show 2027 takes place on 11 March at the NEC Birmingham, in its single-day trade format.
The Visit Wales pavilion offers reduced-rate stands for Welsh tourism businesses, with a limited number of spaces available on a first-come basis, and other regional groupings may offer similar routes in.
With only one day, the meeting planner is the most important tool: exhibitors who request appointments in advance can fill much of the day before arriving. Stands should be quick to install, since a one-day show at the NEC comes with a short build window, and group rate sheets and itinerary ideas should be ready to hand over.