The British Tourism & Travel Show (BTTS) has won gold for the Most Engaging & Creative Event at the Conference & Events Awards 2026.

The awards ceremony, which took place on 26 June in London, recognised Tourism Tycoon, a show-wide game that gave visitors a memorable way to explore the exhibition.

The game involved visitors collecting passport stamps as they met exhibitors; the more stamps collected, the more prize draw entries they earned, with 26 prizes from exhibitors to be won.

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.

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. CTA will also return to the exhibition as an exhibitor.

Find out more about next year’s show here.