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BTA2235 - Product Audit, Development Tools and Skills Support

British Tourist Authority t/a VisitBritain/VisitEngland

This public procurement record has 1 release in its history.

Tender

25 Aug 2026 at 10:32

UK4 - Tender Notice
Summary of the contracting process

VisitEngland, part of the British Tourist Authority, is seeking services to improve understanding and development of England’s tourism product and visitor experiences. The requirement covers attractions, experiences, experiential transport, performances, festivals and related tourism information, with potential links to accommodation studies and other national datasets. It is divided into an AI-enabled product and experience audit and analytical tool, plus training and knowledge transfer for the Local Visitor Economy Partnership network. The work is delivered across England, for regions and partnerships throughout the country. Lot 1 covers data collection, analysis, a national analytical tool, data integration, intellectual property and handover. Lot 2 covers practical AI and digital-tool training, webinars, blended learning and written guidance.

The process has reached tender: VisitEngland invited offers through a below-threshold open competition, with electronic submission permitted through its Atamis eSourcing portal. Questions had to be submitted by 8 September 2026 at 17:00, and completed tenders were due by 15 September 2026 at 12:00. The initial contract period is 19 October 2026 to 31 March 2027, with options for two further one-year extensions. The estimated total value is £120,000 excluding VAT and £144,000 including VAT. Lot 1 is estimated at £90,000 excluding VAT (£108,000 including VAT); Lot 2 at £30,000 excluding VAT (£36,000 including VAT). Suppliers may bid for either or both lots. Each lot is evaluated separately against technical quality 60%, social value 10% and price 30%.

This opportunity suits SMEs and voluntary, community or social enterprises with specialist AI, data and digital delivery capability. Lot 1 is aimed at suppliers with a proven record of AI-enabled data collection, analysis and tool development, ideally in tourism, place marketing or a comparable sector. Relevant strengths include designing maintainable data structures, integrating datasets, developing analytical tools, managing intellectual property and completing effective handover. Lot 2 suits providers experienced in practical training and knowledge transfer on data, AI or digital tools for geographically dispersed audiences. Suppliers should be able to design webinars, virtual and recorded learning, written guidance and regionally focused capability-building. Bidders for Lot 2 must also be able to collaborate with a separate Lot 1 supplier where the contracts are split.

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Notice Information

Notice Title

BTA2235 - Product Audit, Development Tools and Skills Support

Notice Description

BACKGROUND VisitEngland (VE) is responsible for growing the value of England's visitor economy, working with and through a national network of Local Visitor Economy Partnerships (LVEPs). To direct product development, investment and campaign activity effectively, VE requires a complete, consistent and current view of England's tourism product and experience, segmented against priority market segments and viewable at LVEP region level. VE does not currently hold this view in a single, structured and maintainable form. A manual audit at national scale would be slow, inconsistent and quickly out of date, and would not provide LVEPs with usable, region-level insight on where their product can be improved. VE therefore wishes to appoint a Supplier, or Suppliers, with strong and demonstrable artificial intelligence (AI) expertise to deliver an AI-enabled product and experience audit, a national AI-based analytical tool that turns the audited inventory into actionable outputs filterable by LVEP region, and training that builds the capability of the LVEP network to use these outputs. VE has carried out, or commissioned, initial audit work and will make this available to the appointed Supplier where possible. VE will also request product listings from LVEPs and will provide a data schema that the audit output is required to follow. The intention is that the Supplier builds on and enhances this existing work, minimising duplication and giving the AI a sound starting basis. OVERVIEW OF REQUIREMENT AND LOT STRUCTURE The requirement is divided into two lots: * Lot 1: Product and Experience Audit and Tools. * Lot 2: Training and Knowledge Transfer. Tenderers may bid for Lot 1, Lot 2 or both lots. A single Supplier may be awarded one or both lots, and the lots may also be awarded to separate Suppliers. Each lot will be evaluated separately. Note on AI: VE requires demonstrable AI expertise but does not mandate a specific AI model, platform or vendor. Tenderers are free to propose the technology stack that best meets the requirement, subject to the intellectual property, data protection, security and accessibility requirements set out below.

Lot Information

Lot 1: Product and Experience Audit and Tools.

Background VE requires a complete and consistent picture of England's tourism product and experience offering, including attractions, experiences, experiential transport, performances/festivals, and more, with the possibility to overlay the national/regional accommodation audits/studies, and other national datasets such as protected landscapes, to provide an overall picture for regions/LVEPs. The Supplier will deliver an AI-enabled audit of this product and experience set, and a national analytical tool that interprets the audited inventory and identifies, for any LVEP region, where product can be improved and where gaps and opportunities exist. Requirements VE is seeking to appoint a Supplier who has a proven track record in delivering AI-enabled data collection, analysis and tool development, ideally within tourism, place marketing or a comparable sector. VE specifically requires the Supplier to deliver the following: a) An AI-enabled product and experience audit. b) A national AI-based analytical tool. c) Data, schema and integration. d) Intellectual property and handover. Further details are contained in the Invitation to Tender documents.

Renewal: Lot 1 - Initial contract ends on 31st March 2027 with the option to extend for a further 2 x 1-year periods. Lot 2 - Initial contract ends on 31st March 2027.

Lot 2: Training and Knowledge Transfer.

Background VE requires training that builds the capability of the LVEP network to understand the various use cases of AI. The training will aim to showcase the work in Lot 1 as it is developed and will focus on enabling LVEPs to apply the outputs to product development in their regions. VE also requires a programme of webinars/blended learning that builds on feedback from LVEPs in the previous upskilling work, including using AI to build reports, deeper dive into Microsoft Copilot, and more. Requirements VE is seeking to appoint a Supplier who has a proven track record in designing and delivering practical training and knowledge transfer, ideally on data, AI or digital tools, to a geographically dispersed audience. VE specifically requires the Supplier to deliver the following. * A training and knowledge transfer programme aimed at the LVEP network (currently 38 LVEPs, expected to rise to c40-45). * Training that showcases the audit and the analytical tool throughout delivery, so that LVEPs understand how the outputs are produced and how to use them. * A practical focus on building LVEP capability to interpret and apply the outputs to product development in their region. * A cohesive delivery of webinars/blended learning to dive deeper into elements that LVEPs have identified for AI use through previous sessions. * A blend of delivery appropriate to a dispersed audience, for example live virtual sessions, recorded materials and written guidance, to be proposed by the Tenderer. Where Lot 1 and Lot 2 are awarded to the same Supplier, the training will draw directly on the audit and tool being built. Where the lots are awarded to separate Suppliers, the Lot 2 Supplier is required to work with the Lot 1 Supplier to understand the audit and tool in order to design and deliver the training. We expect the Lot 1 Supplier and Lot 2 Supplier to create a single process map on how this will be delivered once awarded.

Renewal: Lot 1 - Initial contract ends on 31st March 2027 with the option to extend for a further 2 x 1-year periods. Lot 2 - Initial contract ends on 31st March 2027.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-06eb3e
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/080716-2026
Current Stage
Tender
All Stages
Tender

Procurement Classification

Notice Type
UK4 - Tender Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Below threshold - open competition
Tender Suitability
SME, VCSE
Awardee Scale
Not specified

Common Procurement Vocabulary (CPV)

CPV Divisions

48 - Software package and information systems

80 - Education and training services

CPV Codes

48100000 - Industry specific software package

80500000 - Training services

Notice Value(s)

Tender Value
£120,000 £100K-£500K
Lots Value
£120,000 £100K-£500K
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
25 Aug 2026Yesterday
Submission Deadline
15 Sep 20263 weeks to go
Future Notice Date
Not specified
Award Date
Not specified
Contract Period
19 Oct 2026 - 31 Mar 2027 1-6 months
Recurrence
Not specified

Notice Status

Tender Status
Active
Lots Status
Active
Awards Status
Not Specified
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
British Tourist Authority t/a VisitBritain/VisitEngland
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
BIRMINGHAM
Postcode
B2 4AJ
Postcode Area
Birmingham
Country
England
Major Region (ITL 1)
TLG West Midlands (England)
Basic Region (ITL 2)
TLG3 West Midlands
Small Region (ITL 3)
TLG31 Birmingham
Delivery Location
Not specified
Local Authority
Birmingham
Electoral Ward
Ladywood
Westminster Constituency
Birmingham Ladywood

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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