Travel Counsellors expects 1,500 attendees at annual conference

Travel Counsellors is expecting to welcome more than 1,500 delegates to its global annual conference this week.

The event at the ACC, Liverpool, on November 7-9 under the theme ‘Your Story, Our Journey’ is due to attract the agency’s homeworkers alongside partners, suppliers and support team staff.

Travel Counsellors continues to support its charity partner, Reuben’s Retreat, which helps families with seriously ill children and those affected by child loss. 

Donations have already kicked off ahead of the conference for the first time this year with an auction raising nearly £20,000.

The conference will focus on how consultants can use the company’s platform, including its investments in AI and technology, to support storytelling, inspire and engage customers and build lasting relationships and loyalty.

Ahead of the event, more than 130 people who have been with the company for 20 years or more will attend a celebration in Manchester.

Friday will bring a full day of networking, with more than 200 homeworkers already signed up for each of the interactive sessions which cover topics such as ‘Double Your Business’, ‘Daily AI Habits and ‘Supercharge Socials’. 

The day concludes with a ‘Friday Night Live’ themed welcome dinner, featuring street food, live entertainment, and social activities.

The main conference takes place on Saturday including a keynote speech from author, broadcaster and travellers Simon Reeve on the power of human connection through travel. 

The day will culminate with a gala dinner, entertainment and awards. 

Sunday will feature further conference sessions offering insights to support delegates’ growth and business development.

Chief executive Steve Byrne said: "As we approach our global annual conference, we look forward to welcoming our community of Travel Counsellors, partners, support team colleagues and suppliers to join us in Liverpool. 

“This year’s theme, ’Your Story, Our Journey,’ shines a light on the people who make our business so special and the personal, unforgettable travel experiences they create for their customers around the world. 

“For me, it’s always one of the highlights of the year — a chance to come together, reflect on our achievements and look ahead to the opportunities and growth that 2026 will bring.”

Accor Hotels, Celebrity Cruises, Intrepid, Moroccan National Tourism Office, Oceania, Riviera, and South African Tourism are headline sponsors.