Such fairs also attract overseas travel firms, some of which are ineligible to sell holidays in the UK as they are not licensed to do so. These overseas travel companies encourage their National Tourist Offices (NTO) to hire a space; the NTO’s UK teams host them under head office orders, despite them not being licensed to sell here. The event organiser doesn’t want to turn business away and it likes the added diversity brought to its show.

But is it really fair for UK tour operators – which mostly have the licences to trade ethically at these events – to find themselves next to such offshore travel companies competing with them for the passing trade?

In the spirit of partnership and fairplay, some NTOs will instruct their destination-based stand partners to brief consumers about their products, and then direct prospects to the UK companies to make a booking. In this way, the NTO shows its partnership with the UK travel companies promoting its destination, while increasing awareness of the diversity of product from its homeland via stand partners.

I’ve seen this synergy at consumer shows and the goodwill and basic business ethos is encouraging. But it’s worth noting that I’ve also seen instances where offshore companies sell directly to consumers, which erodes all the hard work done by the NTO to build those relationships and trust within the UK industry.

Of course, NTOs are not solely to blame for allowing these offshore companies to trade at consumer events. Some offshore companies have the funds to represent themselves, so perhaps it is down to the show organisers to ensure that their exhibitors are ethical and UK-licensed?

They could, for instance, turn these firms away. Some organisers provide clear branding for their exhibitors to show whether they are Aito, Atol or Abta licensed, which helps create consumer awareness. That said, local host councils enjoy the economic benefits that such events bring to their region and so are unlikely to send Trading Standards out to check on companies trading without the correct licences.

Consumer shows currently operate on a “buyer beware” basis, but consumers are purchasing trips that will happen long after the event has packed up. Event organisers don’t have to field those calls which Aito takes regularly from consumers who have bought holidays through unlicensed operators and can’t comprehend why the travel company to which they’ve paid £3,000 won’t return their call or has mysteriously disappeared.

At Aito, we are working closely with other trade associations to inform tourist offices and event organisers about the nuances and benefits of licensed travel trading in the UK. NTOs and overseas-based tour operators should be encouraged to sell through licensed UK operators, ensuring consumer financial protection and in-market collaboration.

Now that would be a level – and fair – playing field.

Kate Kenward is executive director of Aito