How a Passport and a Top Hat Helped BTTS Strike Gold

The British Tourism & Travel Show (BTTS) is celebrating after winning Gold for Most Engaging & Creative Event at the Conference & Events Awards 2026.

The award recognised Tourism Tycoon — a show-wide game that gave visitors a fresh, memorable way to explore the show.

For the coach operators, tour planners and group travel organisers who attended, it turned their day into a treasure hunt for new tour ideas and supplier contacts.

Game inspiration came from familiar board-game mechanics, but the fit with BTTS was natural. A show full of destinations, attractions, hotels, heritage railways and places to discover already lent itself to moving from one “square” to the next.

Visitors picked up a passport on arrival and collected stamps as they explored — meeting exhibitors, attending seminars in the ‘Knowledge Bank‘, and taking on themed challenges.

The more stamps collected, the more prize draw entries they earned, with 26 prizes from exhibitors to be won — including hotel stays and experiences across the UK.

Every feature had a purpose: to help visitors uncover more of the show. The Traveller’s Chest sent visitors on missions to specific stands with conversation prompts, and Coach Parking spun them towards exhibitors they may not have planned to visit. Lucky Break challenges tested visitors’ knowledge of attractions and destinations. And at Tourism Tax, visitors paid their dues by leaving a tip for peers on a recommendation board.

A cast of characters and surprises brought the game to life. Tourism Tycoon himself — instantly recognisable in his top hat and pink suit — roamed the floor. While Lock Up, overseen by its deadpan security guard, challenged players to roll their way out of the selfie hotspot.

Tourism Tycoon gave visitors a clear reason to explore. 77% of visitors said they discovered exhibitors they would not otherwise have found, and 85% said it encouraged them to see more of the show. The game turned playful interaction into new tour ideas and supplier connections.

Visitors said it best:

“Tourism Tycoon encouraged me to speak with suppliers I wouldn’t have considered otherwise.” — Daniela Martini, All in One Tours

“We ended up circling back and speaking to more stands because of Tourism Tycoon.” — Emma Lawson, Lawson’s of Corby

Event Manager Lloyd Jones said: “We’re delighted BTTS has been recognised with Gold, reflecting our focus on investing in the visitor and exhibitor experience. But what we’re most proud of is what Tycoon delivered on the day.

“It encouraged visitors to discover more exhibitors, speak to more suppliers, and leave with more itinerary ideas. The judges called it creativity with real commercial purpose, and that’s exactly what we set out to do: make the day more enjoyable and more useful for those who came to do business.”

BTTS returns to the NEC Birmingham on 11 March 2027, with plans already underway for Tourism Tycoon 2.0.

Momentum is already building. Stand sales have more than doubled compared with the same point last year, following this year’s award-winning success.

For group travel organisers, coach operators, tour planners and itinerary decision-makers, BTTS is the place to source new products, strengthen relationships and find inspiration in a single, focused day. With 91% of 2026 visitors saying they plan to return, it is a date worth saving.

For exhibitors, the show offers direct access to an engaged buyer audience, supported by a show-floor experience designed to turn footfall into conversations and conversations into leads.

Businesses interested in exhibiting can contact Lloyd Jones ([email protected]) to discuss opportunities.

Visitors can join the mailing list to receive the latest show updates.