The British Tourism & Travel Show (BTTS) opens its doors on Thursday 19 March at the NEC Birmingham, bringing together over 225 exhibitors from across the British Isles and beyond. The event gives group travel professionals the chance to meet destinations, attractions, accommodation providers and service suppliers in one productive day.

Destinations and attractions for groups

Across the show floor, 39 destinations will be represented alongside heritage railways, historic attractions, theatres, castles, venues and cruise experiences. Together, they’ll offer plenty of inspiration for group itineraries and tour programmes. A strong line-up of accommodation providers will also be on hand to discuss group-friendly stays and rates for the season ahead.

Expert insights in the Theatre

Five expert sessions cover opportunities facing the group travel sector. Topics include how AI is changing the way customers search for and discover travel, alongside emotional marketing, legal and regulatory changes, and accessible travel design. Visitors can expect to take away practical ideas for the season ahead. The full programme is available at www.tourismshow.co.uk/2026-theatre-programme.

New for 2026: Tourism Tycoon

This year’s show introduces Tourism Tycoon, a new initiative that rewards visitors for making the most of their day.

The game turns exhibitor conversations, Theatre sessions and social media posts into prize draw entries. The more visitors engage at the show, the more chances they have to win. 26 prizes are on offer, provided by exhibitor Prize Partners, including hotel stays, attraction tickets and UK day experiences.

Event Manager Lloyd Jones says: “BTTS is the annual meeting place for the group travel community, and we can’t wait to welcome visitors and exhibitors to the NEC Birmingham. With more than 225 exhibitors, a strong Theatre programme and Tourism Tycoon giving visitors even more reason to explore the show floor, there's plenty to look forward to on Thursday.”

Free registration for trade and group travel organisers

The British Tourism & Travel Show takes place on 19 March 2026 at the NEC Birmingham. For more information and to register for a free ticket, visit www.tourismshow.co.uk