Major revamp for British Travel Trade Fair

The exhibition organiser behind the Motor Show is to drive a new-look consumer-focussed UK tourism show.

The two-day British Travel Trade Fair in Birmingham will move to London in 2OO9 to become part of a larger Best of Britain show.

BTTF will be re-positioned as an exclusive single trade day within the four-day event to be held at the ExCel exhibition centre in Docklands.

The move from a trade-only show after 25 years is designed to draw more interest from exhibitors and visitors alike. The final BTTF at Birmingham’s NEC is expected to attract 3,000 visitors.

Big name consumer brands such as Waitrose are being seen as potential partners for Best of Britain which will become the central element of British Tourism Week from next year.

The Best of Britain trade day will be on March 26, 2OO9 followed by three consumer days, which organisers hope to attract up to 30,000 visitors.

BTTF, owned by VisitBritain, has been licensed to IMIE who will organise the revamped show.

IMIE has organised consumer shows such as The British International Motor Show, Destinations and BBC Good Food.

The Best of Britain Trade Day on will retain the BTTF identity and be exclusive for the industry, supported by the UK’s national tourist boards.

Exhibitor participation is expected to grow with packages for small exhibitors starting from £800, according to IMIE, which expects Best of Britain to take up about a quarter of ExCel’s exhibition space.

The move to ExCel – home of World Travel Market – will help the industry capitalise on trade and consumer marketing activities in the run up to the London 2012 Olympic and Paralympic Games. It will also provide an opportunity to showcase Games’ venues to travel and tourism trade buyers from around the world, according to VisitBritain.

Further details of the show will be announced “in due course” and organisers are also planning a series of meetings around Britain with further details for potential exhibitors.

VisitBritain Chief executive Tom Wright, who unveiled the revamp at this year’s BTTF, said: “Best of Britain will build on the successful foundations of BTTF to build a unique hybrid event where both the trade and consumers can experience the very best that Britain has to offer. 

“It will create even greater opportunities for tourism businesses of all sizes to attract new business from the UK and abroad.

“IMIE have a huge amount of experience and a strong track record in launching successful consumer shows such as BBC Good Food, the British International Motorshow and Destinations.

“The Best of Britain will be an integral part of British Tourism Week 2009 as we focus on generating greater consumer awareness of the British holiday experience.”

IMIE managing director Rob Mackenzie said: “Best of Britain will deliver a bigger, higher profile trade event of which the industry will be proud.

“The consumer-facing dimension of Best of Britain will act as a massive generic promotion for domestic tourism, which will support the objectives of the trade whilst driving direct business to the exhibitors.

“The combination of trade and consumer audiences is a well-proven exhibition formula as evidenced by the success of major events such as the British International Motor Show and the London International Boat Show.”

*See linked BTTF story

by Phil Davies

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