Plymouth has re-imagined its city branding and will launch with new strength and a record partner presence at this year’s British Tourism & Travel Show, showcasing its growing credentials as a compelling, year-round choice for group travel, heritage, culture, food and drink, and outdoor experiences.
This year, the city will be supported by a record six stand partners – with multiple opportunities to use the event as a platform to launch new initiative – demonstrating the growing strength and confidence of Plymouth’s group travel offering.
Among the group attending this year is Future Inn Plymouth, which has recently introduced a new Group Travel Charter, reinforcing its commitment to working closely with group operators and providing tailored support for this market. Visit Tamar Valley will be unveiling their first-ever Coach Drivers Guide, alongside the launch of a new dedicated travel trade section on their website, designed to support itinerary planning and trade engagement.
Other stand partners for this record-breaking year are Leonardo Hotel Plymouth, Plymouth Boat Trips, The Drake Hotel / Invicta and St Mellion Estate.
Dartmoor Zoo will also represent Plymouth and the surrounding areas in a partner role, showcasing a brand-new portfolio of group experiences, including immersive behind-the-scenes encounters such as ‘Meet the Tiger’, offering exclusive opportunities for group visitors.
The Box, Plymouth’s flagship cultural attraction, is currently experiencing outstanding national success with ‘Beryl Cook: Pride and Joy’ – one of its most popular exhibitions to date. The Box will be promoting newly developed curator-led tours, which can be tailored to specific group interests and aligned with current exhibitions. The team will also be previewing The Box’s upcoming programme of major exhibitions and events, reinforcing Plymouth’s growing reputation as a leading cultural destination.
Amanda Lumley, CEO of Destination Plymouth, says: “BTTS is a key date in our calendar and a fantastic opportunity to engage directly with operators and agents who are actively building UK group itineraries. With a record number of stand partners and an exciting pipeline of new product launches, Plymouth is perfectly placed to grow its share of the group travel market.”
The team is also finalising the latest Plymouth Groups and Travel Trade Guide, which will be officially launched at BTTS 2026. The guide will be available in print at the show and digitally for wider distribution.