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PROCUREMENT OPPORTUNITY

BTA2235 - Product Audit, Development Tools and Skills Support

British Tourist Authority t/a VisitBritain/VisitEngland · Tender notice on Find a Tender

Tender information last checkedLast checked 25 Sept 2026, 12:41.

Opportunity overview

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 A manual audit at national scale would be slow, inconsistent and quickly out of date, and would not provide LVEPs with usable, region-level insight on where their product can be improved.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.

Classification

  • CPV48100000 — Industry specific software package
  • CPV80500000 — Training services

Lots

  • Lot 1: Product and Experience Audit and Tools.£90k
  • Lot 2: Training and Knowledge Transfer.£30k

Documents and notices

Published notice details

Additional information from the published procurement release. Fields appear only when supplied by the source; check the original notice and tender documents before acting.

Scope, procedure and submissions

Id
BTA2235
Status
active
Procurement Method
open
Procurement Method Details
Below threshold - open competition
Main Procurement Category
services
Above Threshold
No
How to submit
Completed Tenders must be submitted to the BTA via the Atamis eSourcing portal accessible at https://visitbritain.force.com/s/Welcome before the closing date indicated in the ITT Timetable (the deadline for receipt of Tender responses). Tenderers should ensure that they allow sufficient time when responding to this invite prior to the closing date and time.

Legal basis

Id
2023/54
Scheme
UKPGA

Submission terms

Electronic Submission Policy
allowed

Tender Period

Ends
15 Sept 2026, 12:00

Enquiry period

Ends
8 Sept 2026, 17:00

Lots and requirements

Entry 1
Id
1
Title
Lot 1: Product and Experience Audit and Tools.
Description
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.
Status
active
Has Renewal
Yes

Value

Including VAT
108,000
Amount
90,000
Currency
GBP

Suitability

Sme
Yes
Vcse
Yes

Contract period

Starts
19 Oct 2026, 00:00
Ends
31 Mar 2027, 23:59
Max Extent Date
31 Mar 2029, 23:59

Renewal

Description
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.

Award criteria

Description
Technical (Quality) - 60% Social Value - 10% Price - 30% Further details are contained within the Invitation to Tender documents.
Entry 2
Id
2
Title
Lot 2: Training and Knowledge Transfer.
Description
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.
Status
active
Has Renewal
Yes

Value

Including VAT
36,000
Amount
30,000
Currency
GBP

Suitability

Sme
Yes
Vcse
Yes

Contract period

Starts
19 Oct 2026, 00:00
Ends
31 Mar 2027, 23:59
Max Extent Date
31 Mar 2029, 23:59

Renewal

Description
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.

Award criteria

Description
Technical (Quality) - 60% Social Value - 10% Price - 30% Further details are contained within the Invitation to Tender documents

Items and delivery

Item 1
Id
1
Related Lot
1

Additional Classifications

Entry 1
Scheme
CPV
Id
48100000
Description
Industry specific software package

Delivery locations

Entry 1
Region
UK
Country
GB
Country Name
United Kingdom
Item 2
Id
2
Related Lot
2

Additional Classifications

Entry 1
Scheme
CPV
Id
80500000
Description
Training services

Delivery locations

Entry 1
Region
UK
Country
GB
Country Name
United Kingdom

Published documents

Entry 1
Id
080716-2026
Document Type
tenderNotice
Notice Type
UK4
Description
Tender notice on Find a Tender
Published
25 Aug 2026, 10:32
Format
text/html

Buyer, suppliers and contacts

Organisation 1
Name
British Tourist Authority t/a VisitBritain/VisitEngland
Id
GB-PPON-PNTZ-2463-JRXX

Identifier

Scheme
GB-PPON
Id
PNTZ-2463-JRXX

Address

Street Address
Victoria Square House, Victoria Square
Locality
Birmingham
Postal Code
B2 4AJ
Country
GB
Country Name
United Kingdom
Region
UKG31

Contact

Name
Procurement

Roles

buyer

Details

Classifications

Entry 1
Scheme
UK_CA_TYPE
Id
publicAuthorityCentralGovernment
Description
Public authority - central government

Recorded locations

  • Buyer location · Birmingham · UKG31 · B2 4AJ · United Kingdom
  • Delivery location · UK · United Kingdom

Notice and amendment history

1 published notice version reviewed by ProcuraAxis.

1 VERSION
  1. 080716-2026Tender notice on Find a Tender ·