How do you harmoniously bring together a collection of UK heritage attractions to stand out and compete against big budget national tourist board exhibition stands?
This was the essence of the challenge for the ‘Heritage in Britain’ consortium at the World Travel Market (WTM), the annual London show where the world’s travel industry gathers.
Strength in numbers
Up until recently, individual UK visitor attractions would do their own thing in a relatively modest way at WTM and often struggle to make an impact against tourist boards from overseas.
In 2022, a pioneering few decided to do something different by joining forces under the banner of Heritage in Britain. Their success in that first year saw the group grow from eight attractions to twelve, requiring the meticulous planning and design of a new stand — to show this new dozen off to the world in 2023.
Better collaborations
The creation of this large and unified presence at WTM had significant benefits for buyers and exhibitors alike.
Visiting buyers were given a single welcoming entry point into the UK heritage world… and with it a space conducive for meetings, where they could plan group visits with any number of the twelve visitor attractions present.
As for the exhibitors, they could collaborate far more easily and effectively – not least, by being able to accommodate a far higher number of stand visitors to each other than was previously possible.
“At World Travel Market, London, this year (2023), the ‘Heritage in Britain’ stand brought together a cross section of the greatest historic buildings, museums, galleries, palaces, cathedrals, gardens and heritage attractions that the UK has to offer”.
“We were delighted by the fantastic design work and attention to detail delivered by Paul at TCE. Our stand was a showcase of the importance of Heritage to inbound travel to the UK and it stood out and received a huge amount of positive praise from attendees thanks to Paul’s hard work. He created something which gave all twelve organisations equal and clear representation of both their brand and marketing images, whilst adhering to the brief and our budgets. He is a STAR!”.
Iain Terry, Heritage in Britain
ClientHeritage in BritainServicesExhibition design
