Evolution of the Land, Leisure and Tourism Show

Official Launch of Land Leisure & Tourism.

2024 marks the official launch of the Land, Leisure and Tourism Show. Bringing all the great shows together under one name, with key branding updates of the dedicated Zones.

• Exciting NEW zone launched - Outdoor Pursuits which provides visitors the opportunity to find new outdoor activities that can be added to their business offerings.
• Further investment in the marketing strategy.
• New website, combining all shows onto one platform, with dedicated hubs tailored to the different Zones.
• Social media will be streamlined - all Zones will be promoted through Land, Leisure and Tourism Show on Facebook and LinkedIn and @LLTShow on X and Instagram.

Introduction of the Agriconnect Event App Land Leisure & Tourism Awards.

• Investment into the marketing strategy towards visitors and exhibitors.
• Introduced the Agriconnect Event App.
• Moved the show to Hall 19 and 20 for better use of space.
• Announced the rebrand plans for 2024.
• Launched the Land, Leisure and Tourism Awards.

In 2022, Agriconnect acquired the portfolio of shows: Farm Business Innovation, Holiday Park and Resort Innovation, Family Attraction Expo and Leisure, Food and Beverage Expo.

AgriConnect are also the organisers of:

• LAMMA
• CropTec
• British Farming Awards

The show is back for 2021.

• Due to COVID-19, the show was postponed from January, 2021 to November, 2021.
• In November 2021, the show took place with around 14,000 visitors.

During 2020, COVID-19 made the world come to a halt.

• In September 2020, the previous organisers postponed the event until March 2021 due to COVID-19 restrictions.

TWO new zones launched!

• Leisure Food and Beverage Expo launched - There were already several stands across the shows promoting their slush puppy businesses, popcorn carts and snacks. These brands wanted to reach out to holiday parks and visitor attractions to be stocked in their gift shops and cafeterias. Initially, these exhibitors were gathered together in one area, creating a 'mini show' before it was developed into a brand itself.
• Leisure Toy and Gift Fair launched - A dedicated zone was added specifically for toys and gifts which could be sourced for onsite shops within visitor attractions.

Family Attraction Expo was launched.

• In 2017, the Family Attraction Expo was launched to attract more visitors from the leisure industry.

The show moved to The NEC, Birmingham and Holiday Park and Resort Innovation was launched!

• Due to no space to expand into at the Olympia, the show moved to The NEC.
• Won Best Trade Show category at EN Awards.
• Holiday Park Innovation Expo brand was launched as a natural expansion on the farm stay/glamping and farm B&B sector which had become a significant part of the Farm Business event. 

Farm Business Innovation exhibitor numbers doubled!

• In 2014, Farm Business Innovation numbers doubled and filled the Olympia National Hall.
• Country House Innovation was launched, designed to focus on the large country estates.
• This new zone did not take off, however, Farm Business Innovation still marketed towards those visitors looking to open their gardens to the public, host weddings/festivals on their land.

Farm Business Innovation launched.

• Farm Business Innovation was launched by B2B trade show company, Fortem International in Olympia National Hall in London. 

• The show ran next door to The Business Show.
• The core proposition was to attract farmers and landowners looking for alternative ideas to make their land more profitable.