agto annual showcase comes to leicester

AGTO’s ANNUAL SHOWCASE EVENT IS HUGE HIT WITH GROUP TRAVEL ORGANISERS

The Association for Group Travel Organisers (AGTO) held its annual showcase event in Leicester and Leicestershire on the weekend of on 27 February to 1 March 2026

Over 70 attendees enjoyed a weekend of familiarisation visits to some of the top attractions in Leicester and Leicestershire, to discover a wealth of interesting and unique places suitable for group travel.

Staying for two nights at the Holiday Inn Leicester, the group were impressed with the standard of accommodation and the fantastic central location of the hotel, which is just a short walk from key attractions in the city. Jewry Wall – A Real Roman Experience – Leicester’s newest museum, is just across the road from the hotel and Leicester’s Medieval Guildhall, Leicester Cathedral and King Richard III Visitor Centre are all within a 5-minute walk. The free HOP electric bus also stops outside the hotel giving visitors wider access to the whole city.

With over 2,000 years of history, traditional taste of England, and a countryside landscape of rolling hills, woodlands and waterways, Leicester and Leicestershire are increasingly being seen as an ideal destination for group travel visits. In recent national press articles, the county has been described as a rival to ‘The Cotswolds’ due to its pretty landscapes, quaint market towns and picturesque villages.

Wendy ontinued: “The attendees at the showcase certainly learnt something new about the distinctive character of the city and many interesting and humorous facts. We were given a very warm welcome in Leicester and experienced some of the city’s vibrant culture on the Saturday evening with a wonderful Bhangra and Bollywood dance demonstration by Nupur Arts. Leicester has certainly given group travel organisers somewhere new to bring their groups, where they know they will find quality attractions and experiences.”

Phil Hackett, General Manager of King Richard III Visitor Centre and Jewry Wall Museum, said: “Jewry Wall: A real Roman Experience was privileged to showcase the city of Ratae Corieltauvorum (Leicester) to the Association for Group Travel Organisers; seeing such strong, enthusiastic, and passionate engagement from industry experts was really inspiring and a great portent for future tours. For the weekend of the conference, all roads seemed to lead to Leicester.”

Jonathan Fraser, Head of Marketing, Great Central Railway, commented: “It was a real pleasure to welcome visitors to Leicester from the Association for Group Travel Organisers and to have the opportunity to show them around our award-winning heritage railway.

“Great Central Railway is a unique part of the region’s story, and it’s always fantastic to see the delight on people’s faces as they experience it first-hand – and with the first ever package holiday famously running from Leicester to Loughborough, it felt especially fitting that they experienced that very journey for themselves.

“So often, visitors to our region are genuinely surprised by just how much Leicester and Leicestershire have to offer — from rich history and heritage to fantastic attractions and hospitality. We’re delighted that our guests will be heading home with such positive impressions and helping to spread the word about everything our great city and county have to offer.”

Eleanor Melville, Marketing Manager at Belvoir Castle said: “We were absolutely delighted to welcome the AGTO Showcase to Belvoir Castle and to host afternoon tea in such special surroundings. As the historic birthplace of afternoon tea, it was a pleasure to share this cherished tradition and showcase not only our Castle’s rich heritage and stunning Regency interiors, but also the exceptional experiences available here in Leicestershire. With Leicestershire sitting in the heart of England, it’s the perfect location for group tours from all corners of the country. The combination of stunning countryside, fascinating history and boutique shopping experiences make for an unforgettable trip.”

A brand-new Group Travel Guide for Leicester and Leicestershire launched at the showcase event. The new guide features the Top 12 main attractions for groups in the city and county and includes experiences, guided walks, itinerary ideas and accommodation options suitable for group bookings. The guide gives an in-depth look at the area, providing group travel operators and organisers with all the information they need to make informed decisions about the area as a tourist destination for groups. More details about the full offer for group travel organisers in Leicester and Leicestershire can be found at Group Travel in Leicester and Leicestershire – Visit Leicester  where the brand-new Group Travel Guide is available to download.