Tourism Alliance
Tourism Alliance is the UK umbrella trade association for the tourism industry, representing 70+ member organisations across hospitality, travel, events, and destinations through policy advocacy, government liaison, and sector events.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Tourism Alliance does
Tourism Alliance is the umbrella trade association for the UK tourism industry, operating as Tourism Alliance Ltd, a private company limited by guarantee headquartered in London. It represents over 70 member organisations spanning trade associations, member bodies, and destination management organisations across every subsector of the UK visitor economy — including UKHospitality, UKinbound, ABTA, UKEVENTS, English UK, ETOA, Historic Houses, ALVA, PASC UK, and the Caravan and Motorhome Club. Its core function is policy advocacy and government liaison: it acts as the unified industry voice in Westminster and Whitehall, holds a formal seat on the Tourism Industry Council, and maintains mutual coordination with sister alliances in Wales, Scotland, and Northern Ireland, plus observer relationships with VisitBritain/VisitEngland and the Local Government Association.
The Alliance does not develop proprietary technology. Its product surface is a membership service bundle: weekly policy email updates, policy working groups, bespoke engagement support, member-rate access to events, and a directory of speakers. Revenue is generated through three streams: recurring membership dues from trade associations and DMOs (associate membership is available for regional DMOs), one-time event ticket sales for the annual Tourism Policy Conference and Tourism Insights Conference (with member and non-member tiers), and event sponsorship. Conference pricing is publicly disclosed (e.g., 2025 Policy Conference at £205 + VAT member / £295 + VAT non-member; 2026 early-bird at £185 / £265 + VAT), while membership pricing is not publicly disclosed. The organisation is led by an Executive Director and governed by an Advisory Council whose composition reflects its member base; it has undergone two senior leadership transitions within nine months (Executive Director Eddy Leviten in September 2025 and Chair Joss Croft OBE in June 2026).
Tourism Alliance firmographics
Firmographics- Name
- Tourism Alliance
- Legal name
- Tourism Alliance Ltd
- Website
- https://tourismalliance.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Tourism Alliance is the UK umbrella trade association for the tourism industry, representing 70+ member organisations across hospitality, travel, events, and destinations through policy advocacy, government liaison, and sector events.
- Ownership category
- akta.pro rank
Tourism Alliance industry classification
Industry- Product category
- Trade Association / Industry Advocacy Services
- NAICS
- Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Tourism Trade & Services Exports Development (BPADAMAO)
- akta.pro secondary industry
- Partner, Channel & Alliance Summits (THAHAMAC)
Keywords
Where Tourism Alliance is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Tourism Alliance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Membership Dues: The Tourism Alliance generates revenue through membership fees from trade associations, member bodies, and destination management organisations. Membership benefits include access to communications, policy forums, working groups, events at member rates, and speaking opportunities.
- Event Revenue: Revenue generated from conference and event ticket sales, including the annual Tourism Policy Conference. Member rates and non-member rates are offered for events.
- Sponsorship: Sponsorship opportunities for events are available, with organisations able to sponsor the Tourism Policy Conference and other events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time | 2025 Tourism Policy Conference - Member Rate |
| Subscription | One time | 2025 Tourism Policy Conference - Non-Member Rate |
| Subscription | One time | 2026 Tourism Policy Conference - Early Bird Member Rate |
| Subscription | One time | 2026 Tourism Policy Conference - Early Bird Non-Member Rate |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Tourism Alliance product offering
Product offeringCore offering
The Tourism Alliance is the umbrella trade association for the UK tourism industry, providing a unified voice for the sector in dealings with the UK Government and Parliament. It offers membership services to trade associations, member bodies, and destination management organisations; delivers policy advocacy and representation on governmental bodies such as the Tourism Industry Council; and runs industry conferences, webinars, and publications. Revenue is generated primarily through membership dues, event ticket sales, and event sponsorships.
Product overview
Tourism Alliance is the umbrella trade association for the UK tourism industry, representing over 70 member organizations. It does not offer commercial software products or technology services. Instead, it provides membership services, industry events and conferences, publications and research, policy advocacy, and networking opportunities for tourism businesses and organizations.
Differentiator
Problem solved
Functional benefit
Products and services
- Membership Services
- Tourism Policy Conference Annual conference bringing together industry leaders and policymakers to discuss tourism policy in the UK, with separate member and non-member ticket rates. The 2025 edition was held at Six Park Place, St James's, London.
- Tourism Insights Conference Annual conference held during English Tourism Week featuring presenter slides and industry insights, with content made available publicly.
- Policy Publications and Reports Policy papers, reports, consultations, and annual reports covering all aspects of UK tourism policy, accessible via the Tourism Alliance website.
- Weekly Policy Newsletter Weekly email newsletter providing policy updates and member communications to tourism trade associations, member bodies, and DMOs.
- Policy Advocacy and Government Representation Core advocacy service providing members with a unified voice in Westminster and Whitehall, formal representation on the Tourism Industry Council and other governmental bodies, and bespoke policy engagement support.
Companies that use Tourism Alliance
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Tourism Alliance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Tourism Alliance partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor, supporting and core.
- Six Park PlaceminorVenue for the 2026 Tourism Policy Conference, located at St James's, London.
- South West Tourism AlliancesupportingSponsor of the 2025 Tourism Policy Conference. SWTA was formed after the abolition of regional tourist boards and focuses on key cross-sector issues affecting the South West England visitor economy.
- PASC UK (Professional Association of Self-Caterers UK)supportingSponsor of the 2025 Tourism Policy Conference. PASC UK is the sector's largest trade association and leading voice for self-catering, championing fair regulation and sustainable tourism.
- Family Holiday CharitysupportingSponsor of the 2025 Tourism Policy Conference, supporting events for the visitor economy.
- Tourism Industry CouncilcoreThe Tourism Alliance represents the sector on the Tourism Industry Council, a key governmental body that provides direct access to policy makers and enables advocacy on behalf of the UK visitor economy.
- Wales Tourism AlliancecoreSister tourism alliance maintaining good relations to ensure the sector voice is heard at the national devolved level.
- Scotland Tourism AlliancecoreSister tourism alliance maintaining good relations to ensure the sector voice is heard at the national devolved level.
- Northern Ireland Tourism AlliancecoreSister tourism alliance maintaining good relations to ensure the sector voice is heard at the national devolved level.
- The Heritage AlliancesupportingHeritage alliance maintained as a partner to ensure coordination on heritage tourism policy and advocacy.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
Tourism Alliance competitors and assessment
Company assessmentDirect peers
- ABTA (Association of British Travel Agents): Trade association for UK travel agents and tour operators, with over 3,900 travel brands as members. Directly comparable in role (industry advocacy, codes of conduct, member services) and is also a Tourism Alliance member.
- UKinbound: Trade association representing the UK's inbound tourism industry. Highly comparable trade body, and notably the CEO of UKinbound (Joss Croft OBE) was appointed Tourism Alliance Chair in June 2026.
- UKHospitality: The largest UK hospitality trade association, representing hotels, restaurants, pubs and broader hospitality. Highly comparable as a sector trade body advocating to UK government on policy issues affecting its members, and is itself a Tourism Alliance member.
- UKEVENTS: Collective voice of the UK events industry and Tourism Alliance member. Directly comparable as a sector-specific trade association advocating on policy issues affecting its members.
- VisitBritain / VisitEngland: National tourist authority for Great Britain and England, and an observer member of Tourism Alliance. Closely comparable mission in promoting and developing UK tourism, though government-affiliated rather than member-funded.
Broad incumbents
- UNWTO (UN World Tourism Organization): United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism. Comparable in tourism advocacy remit but at an intergovernmental, global level.
- World Travel & Tourism Council (WTTC): Global tourism industry body representing the private sector and advocating to international policymakers. Comparable in trade association and advocacy role but with a global mandate and broader remit than Tourism Alliance.
Regional players
- Northern Ireland Tourism Alliance: Sister devolved tourism alliance in Northern Ireland covering the same umbrella advocacy function at a sub-national level. Closely comparable in mandate and operating model.
- Wales Tourism Alliance: Sister devolved tourism alliance in Wales with the same umbrella advocacy role at the national Welsh level. Direct functional peer for Tourism Alliance in a different UK jurisdiction.
- Scotland Tourism Alliance: Sister tourism alliance maintaining good relations with Tourism Alliance to ensure the sector voice is heard at the devolved Scottish level. Functionally identical in role, focused on a different UK nation.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tourism Alliance social profiles
Digital presenceTourism Alliance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tourism Alliance leadership team
Management profileNumber of profiles
Profiles19 records
Tourism Alliance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tourism Alliance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tourism Alliance
What does Tourism Alliance do?
The Tourism Alliance is the umbrella trade association for the UK tourism industry, providing a unified voice for the sector in dealings with the UK Government and Parliament. It offers membership services to trade associations, member bodies, and destination management organisations; delivers policy advocacy and representation on governmental bodies such as the Tourism Industry Council; and runs industry conferences, webinars, and publications. Revenue is generated primarily through membership dues, event ticket sales, and event sponsorships.
Is Tourism Alliance a public or private company?
Tourism Alliance is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Tourism Alliance founded?
Tourism Alliance was founded in -1. It employs 1 to 10 people.
Where is Tourism Alliance based?
Tourism Alliance is headquartered in London, United Kingdom, in the Europe region.
How does Tourism Alliance make money?
Three revenue lines are on record. Membership Dues are the primary driver. The others are event Revenue and sponsorship.
Who are Tourism Alliance's main competitors?
Direct peers on record are ABTA (Association of British Travel Agents), UKinbound, UKHospitality, UKEVENTS and VisitBritain / VisitEngland. Broad incumbents are UNWTO (UN World Tourism Organization) and World Travel & Tourism Council (WTTC). Regional players are Northern Ireland Tourism Alliance, Wales Tourism Alliance and Scotland Tourism Alliance.
Does Tourism Alliance have an API?
No public API is recorded for Tourism Alliance.
What industry is Tourism Alliance in?
Tourism Alliance's product category is Trade Association / Industry Advocacy Services. Its primary akta.pro industry code is BPADAMAO, Tourism Trade & Services Exports Development, with a secondary code of THAHAMAC, Partner, Channel & Alliance Summits. Its NAICS code is 56192 and its SIC code is 8600.