Attraction World Group (AWG) And TixGroup Attend Birmingham Pride 2023

Attraction World Group recently attended Birmingham Pride 2023, teaming up with an independent Travel Agent, Val Thomas of Rainbow Traveller, who specialises in safe LGBTQIA+ travel, and Birmingham LGBT, local grassroots, user-led organisation that aims to reinvigorate the LGBTQIA+ community in the West Midlands.

Attraction World Group’s attendance comes in the midst of a journey to rebuild with diversity and inclusion at the centre of everything they do. The company’s efforts to embrace diversity and inclusion have also led to the formation of the Attraction World Group pride committee, which puts the business under a magnifying glass to ensure that LGBTQIA+ individuals feel safe and welcome in the workplace.

Dionne Roberts, Social Media & Marketing Executive at AWG, said: “As a member of the LGBTQIA+ community, and having worked in environments where you have to question whether you can be open with your co-workers, I feel so proud to be a part of a company that truly embraces and champions diversity, inclusion and individuality. The safe and inclusive culture that Attraction World Group have built is absolutely amazing and something every business should strive for! Attending Birmingham Pride this year as a company was a no-brainer and it was an amazing experience being able to immerse ourselves in the community and meet so many fantastic individuals.”

Nicky Yates, National Retail Engagement Manager at AWG, said: “In the short time I have been back at Attraction World Group, lots of initiatives have been started, including our very own Pride committee. We are based in Birmingham, so we wanted our first attendance at a Pride event to be in our home city.  Birmingham Pride has now grown into the UK’s biggest two-day gay pride event, attracting around 75,000 people. It was great to be part of our inaugural pride which will mark the way for us to attend more in the future.  It was also amazing to be able to invite one of our retail agents to share the stand with us and promote her business as well.  AWG were very well received, and we met some lovely people from all over the UK, and even Europe, that had travelled to be at the event.”

Charlotte Earless, Product Manager – UK & Ireland, said: “It was great to be a part of Attraction World Groups’ first-ever Birmingham Pride. We met so many amazing people at our stand over the two days, from visitors to fellow exhibitors and all the volunteers working hard to make the event a success. It was lovely to see everyone enjoying the sunshine and the inclusive environment. I am already looking forward to next year.”

Olly Nicholls, Group CEO, said: “Reflecting on the remarkable progress made over the past two years, I am incredibly proud that one of the most significant milestones for AWG has been the successful transformation into a truly diverse company, enriched by the contributions of team members from diverse backgrounds.

Throughout this journey, our entire team has demonstrated exceptional dedication in fostering a safe and enjoyable working environment for all. Together, we have cultivated a culture that embraces diversity and inclusion, valuing the unique strengths and perspectives that each individual brings to the table.

As AWG sets forth on its path to rebuilding, it is paramount to reiterate that diversity and inclusion will remain steadfastly at the core of our operations. We recognise that our diverse tapestry of talent fuels innovation ignites creativity, and ultimately propels us to thrive as a company. We are forging a stronger, more resilient organisation by fostering an environment that values and respects our differences.

I extend my deepest gratitude to every member of the AWG family for their unwavering commitment to creating an environment where everyone feels valued, heard, and empowered. Let us continue our collective efforts to embrace diversity and inclusion, not only within our team but also across the broader community. Together, we have the power to achieve remarkable things.”

About Attraction World Group

Attraction World Group is the UK’s leading experience ecosystem. Since its creation, Attraction World has enabled over 13 million customers to pre-book worldwide attractions, confident in the knowledge that they are supported by an incomparable customer service team. With its team of attraction experts and industry-leading technology, Attraction World Group is uniquely positioned to help its travel partners grow their sales of attraction tickets. They offer an unrivalled range of theme parks, sightseeing tours, theatre shows, experience days and other activities in over 30 countries around the world.

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Media Contacts:

Oliver Nicholls 

Group CEO 

[email protected]


Dionne Roberts

Social Media & Marketing Executive 

[email protected]


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