The UK’s holiday park, leisure and visitor attraction sector is evolving rapidly. Changing visitor expectations, rising operating costs and increasing competition are creating new challenges for operators – but they are also opening up opportunities to diversify, innovate and create experiences that keep customers coming back.
For holiday park and attraction operators looking to stay ahead, the FREE-to-attend Land Leisure & Tourism Show, taking place on 4–5 November 2026 at NEC Birmingham, offers a dedicated opportunity to discover the ideas, suppliers and expertise shaping the future of the visitor economy.
Proudly hosted by Agriconnect, the show is purpose-built for the UK’s rural tourism, leisure and hospitality sectors, bringing together holiday parks, family attractions, resorts, accommodation providers and experience businesses under one roof. The focus is firmly on helping operators grow their businesses, increase profitability and build resilient, future-ready destinations.
Practical solutions for a changing market
What sets the Land Leisure & Tourism Show apart is its focus on practical, real-world solutions. Rather than simply showcasing products and services, the event is designed to help operators understand how new ideas can be applied to their own businesses.
Visitors can explore solutions across the entire visitor journey, from accommodation, attractions and entertainment through to food and beverage, technology, infrastructure, sustainability, marketing and visitor management. The result is an opportunity to compare different approaches, meet specialist suppliers and identify the changes that could make the biggest commercial difference.
The show also reflects the increasingly interconnected nature of the visitor economy. Modern holiday parks are no longer simply places to stay; they are evolving into multi-offer destinations incorporating entertainment, wellness, food and drink, retail, activities and immersive experiences. Bringing these sectors together encourages operators to think differently about how they can increase spend per head, extend stays and encourage repeat visits.
Insight from industry leaders
Alongside the exhibition, the Land Leisure & Tourism Show delivers an extensive programme of seminars, workshops and industry discussions, covering the issues that matter most to operators.
The programme is designed and produced by Cheryl Waterman and combines strategic thought leadership with practical advice and real-world case studies. Topics include changing visitor expectations, branding and marketing, experience design, operational efficiency, workforce challenges, technology, diversification and long-term investment.
At the 2025 show, Geoffrey Smith, CEO of Meadow Bay Villages, shared the story of the transformation of Billing Aquadrome, highlighting the importance of getting the fundamentals right – from cleanliness and service to food, team culture and understanding what customers actually value.
His message was simple but powerful: innovation does not always mean adding something new. Sometimes, the biggest opportunity lies in improving what you already do and delivering it consistently.
Four new features for 2026
The 2026 show will introduce four new features designed to make the event more interactive, experiential and valuable for visitors.
The Speakeasy Lounge will provide an intimate setting for fireside chats, live podcast recordings and “Ask Me Anything” sessions, bringing content, conversation and networking together in a more informal environment.
The Holiday Park Village will create an immersive, walk-through holiday park experience on the show floor, allowing visitors to explore products and ideas in context while creating a relaxed space for networking and business conversations.
The New Product Trail will highlight the latest products, services and innovations across the exhibition, making it easier for visitors to discover businesses and ideas that could help transform their operations.
Meanwhile, the Start Up Hub will showcase emerging businesses that have been operating for two years or less, providing a window into the next generation of products, technology and services entering the sector.
A destination for future-focused operators
Co-located with the Farm Business Innovation Show, the Land Leisure & Tourism Show provides an even broader platform for discovering opportunities across rural enterprise, diversification, tourism and leisure.
For holiday park owners, attraction operators and rural businesses navigating an increasingly competitive market, the show offers more than an exhibition. It is a place to gather ideas, challenge existing thinking, meet the people behind new solutions and gain the confidence to put those ideas into action.
With the UK visitor economy continuing to grow and VisitBritain reporting 43.6 million overseas visitors in 2025, creating distinctive, memorable and commercially sustainable experiences has never been more important.
The Land Leisure & Tourism Show returns to NEC Birmingham on 4–5 November 2026, bringing the industry together to discover the trends, innovations and practical solutions shaping the next generation of UK holiday parks and visitor attractions.
