From left: Guest speaker Lizzie Daly; highlights from last year’s conference – a panel session, Niel Alobaidi and fancy-dress fun; Silverstone race track
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Driving rise in sales S
Atas Conference 2026 preview: Atas is stepping up a gear for its ninth annual conference, to be hosted at Silverstone race circuit on September 21-22. Samantha Mayling reports
ilverstone – home to the British Grand Prix – is a fitting venue for this year’s annual
conference of the Association of Touring & Adventure Suppliers, which is stepping up a gear ahead of its 10th anniversary. The world-famous racetrack
has hosted adrenaline-fuelled experiences and unforgettable events since 1948, so it’s just the ticket for the touring and adventure sector, said Atas director Claire Brighton. “Our conference theme is
‘Accelerate’ because it reflects the venue and is an intensified version of what we try to achieve year-round, which is help agents to drive their sales,” she said. “Content and networking
opportunities are designed to be engaging, fun and ultimately useful for agencies selling touring and adventure holidays, from homeworkers to major high street chains. “The theme also reflects our
sector’s rapid progress, innovation and growth. “In the past, we’ve focused on
learning about different types of touring, such as the family, youth
10 10 SEPTEMBER 2026
and solo markets. This year, the sessions will help agents to move forward in the sector, whatever stage they’re at on their journey. “We will hear from agents
who have established themselves in the market, learning from their experiences about how they started and progressed. “We’ll also hear from top
executives of supplier members about the innovation and expansion in their
own businesses and across the sector. “There’ll be a deep dive into
rail travel – which is experiencing rapid growth – and analysis of wildlife tours, because nature and animals are some of the biggest motivations for customers to book. “Furthermore, there will be
sessions to help agents maximise their earnings from each sale and ‘move up a gear’ to include premium and luxury options.”
Claire Brighton
CONFERENCE 2026
Biggest-ever event As well as unveiling plans to celebrate the 10th anniversary of Atas, the conference is set to attract a record number of delegates, with 425 attendees, including 265 travel agents. “The evolution of our
conference reflects the growth of Atas and the wider touring and adventure sector,” said Brighton. “I’m looking forward to seeing
familiar faces at the conference, as well as first-timers. “Over the past year we’ve seen
the number of agent members registered on our revamped website grow by 21%, while the number of web views has soared by 80%. “We’ve also welcomed a
flurry of new members in recent weeks, so they will be making their debut at the conference. “Atas has 40 supplier members
and 25 associate members, which is terrific, and means we are truly representing our sector, both within the trade and to consumers.” This year’s event will be the first
Atas conference for Aaron Hilton, who joined the association in April in the newly created role of membership
travelweekly.co.uk
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