Tourism Alliance

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).

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

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

• Tourism trade association
• Industry advocacy services
• Policy representation
• Membership association
• Destination management support

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. 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.
2. 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.
3. Sponsorship: Sponsorship opportunities for events are available, with organisations able to sponsor the Tourism Policy Conference and other events.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core 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.

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor, supporting and core.

• Six Park PlaceminorOthers · 17 November 2026Venue for the 2026 Tourism Policy Conference, located at St James's, London.
• South West Tourism AlliancesupportingStrategic or Co-development Partner · 19 November 2025Sponsor 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)supportingStrategic or Co-development Partner · 19 November 2025Sponsor 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 CharitysupportingStrategic or Co-development Partner · 19 November 2025Sponsor of the 2025 Tourism Policy Conference, supporting events for the visitor economy.
• Tourism Industry CouncilcoreStrategic or Co-development PartnerThe 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 AlliancecoreStrategic or Co-development PartnerSister tourism alliance maintaining good relations to ensure the sector voice is heard at the national devolved level.
• Scotland Tourism AlliancecoreStrategic or Co-development PartnerSister tourism alliance maintaining good relations to ensure the sector voice is heard at the national devolved level.
• Northern Ireland Tourism AlliancecoreStrategic or Co-development PartnerSister tourism alliance maintaining good relations to ensure the sector voice is heard at the national devolved level.
• The Heritage AlliancesupportingStrategic or Co-development PartnerHeritage alliance maintained as a partner to ensure coordination on heritage tourism policy and advocacy.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct 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

• LinkedInlinkedin.com/company/tourism-alliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Alliance