A new ‘Destination Europe’ area will feature at next year’s British Tourism & Travel Show.
The new area at the show venue of the NEC in Birmingham will be designed to appeal to coach and group tour organisers who plan and book itineraries for both international and domestic tourists.
It will feature attractions, destinations and hotels across Europe, and provide ideas for British travel trade buyers who attend the show.
The UK coach tourism industry takes more than 1.5 million tourists to the continent every year, showing that tourism to Europe, as well as domestic, continues to be a crucial revenue stream for the sector, according to the Coach Tourism Association.
Event director David Maguire said: “Many of our visitors are tasked with creating comprehensive tours and itineraries for Europe and this new dedicated section will allow them to explore the very best attractions, destinations and hotels from this part of the world, as well as the British Isles.
“We were also approached by numerous European exhibitors last year who were keen to meet and do business with British tourism buyers, so Destination Europe seemed like the perfect new addition to the already established flagship, domestic travel trade exhibition.”
The British Tourism & Travel Show is to be held on March 21-22, 2018.