Surrey is set to provide the backdrop for the first Steve Reed Tourism ‘Meet the Group Buyer’ Roadshow of 2027 – bringing together tourism businesses and the travel trade with one clear objective: generating more group bookings and additional coach business.

The event takes place on Monday 19 April 2027, hosted jointly by The Bush Hotel in the historic market town of Farnham and the iconic RHS Garden Wisley. The event is designed to put tourism businesses directly in front of the people who plan and organise group tours, coach holidays and excursions – helping attractions, hotels, restaurants, museums and destinations secure additional business from the lucrative group travel market.

Over the years, Steve Reed Tourism has staged ‘Meet the Group Buyer’ events at venues across the UK. Previous southern venues have included Brooklands Museum in Weybridge, Denbies Wine Estate and Painshill Park and HMS Belfast in London. The events have also travelled extensively across the Midlands and northern England, with venues including Coventry Transport Museum, Black Country Living Museum, Trentham Gardens, RHS Bridgewater Garden and the Old Swan Hotel in Harrogate. The national roadshow programme continues this year too, with Chester Zoo scheduled to host on Monday 19th October 2026.

Steve Reed, Managing Director of Steve Reed Tourism Ltd, says: “We first started the ‘Meet the Group Buyer’ concept way back in 2000. After organising numerous events over the years, we believe we’ve developed a practical and effective format that works for both buyers and tourism businesses. These are not simply networking events. They are designed to generate business, putting the people who organise group travel face-to-face with the people who want their business. We’re now inviting attractions, hotels, meal-stops, museums and destinations to join us in Surrey on 19 April and take advantage of the opportunity to meet genuine group travel buyers.”

FACE-TO-FACE MEETINGS

The Bush Hotel, conveniently located in the centre of Farnham, provides the base for the morning workshop. The hotel offers free car parking and is within easy reach of local transport links and Farnham railway station. The workshop will feature a series of face-to-face meetings between tourism suppliers and group travel buyers, beginning at 10.30 and concluding at 13.00. Refreshments and lunch will be provided for attendees, while national hotel and tour business Daish’s Holidays will also be staging a prize draw for tour planners.

RHS GARDEN WISLEY

Following the workshop, the focus switches to one of Surrey’s best-known visitor attractions. Complimentary admission is included for RHS Garden Wisley will be provided for participating group travel organisers, coach operators and tour operators, providing an opportunity to explore the garden and assess its potential for future group visits.

Tourism businesses wishing to exhibit and tour planners wishing to attend should email:
steve@stevereedtourism.co.uk