Membership of new Visitor Economy Advisory Council announced
Source: gov.uk (2025-01-20)

Tourism industry worth £74 billion to the economy and 4% of GVA with a huge potential for further growth to support government’s Plan for Change

- Visitor Economy Advisory Council to boost collaboration between government and tourism industry
- Group to be co-chaired by Tourism Minister Sir Chris Bryant
Leading figures from British Airways, VisitBritain, the Royal Shakespeare Company, Trainline and other key players in the tourism sector are being brought together on a new taskforce aimed at securing growth in the UK’s world-class tourism sector.

The Visitor Economy Advisory Council, which met today (Monday 20th January) for the first time, aims to boost collaboration between government and the tourism industry in a bid to kickstart the next stage of the sector’s growth as part of the government’s Plan for Change.

The advisory council will inform the government’s forthcoming National Visitor Economy Strategy. They also work towards the government’s previously announced ambition for the United Kingdom to welcome 50 million international visitors per year by 2030, as part of its plans for the country to remain one of the most visited worldwide.

The council is co-chaired by Tourism Minister Sir Chris Bryant and Karin Sheppard, IHG Hotels & Resorts’ Managing Director for Europe.

Members of the advisory council include Sean Doyle, chair and chief executive of British Airways, West Midlands mayor Richard Parker, VisitBritain chief executive Patricia Yates, Royal Parks chair Loyd Grossman, Royal Shakespeare Company chief executive Andrew Leveson and Fiona MacConnacher, head of public affairs for UK and Ireland at Booking.com.

Tourism Minister Sir Chris Bryant said:

“The UK is one of the most visited countries in the world and domestic and international tourism are a key part of our economy. I want to build on this success and enable even more visitors to experience our fantastic culture and landscape.

“That is why I want to increase cooperation between the government and the tourism sector so that we can make the UK the best destination that it can be. That means building investment, improving visitors’ experience and enabling the sector to grow. By working together we can create jobs and drive economic growth as part of our Plan for Change, while also providing fantastic holidays that showcase the best that our country has to offer.”

A key part of the government’s growth strategy for the tourism sector is increasing visitor numbers outside of London. The capital is a fantastic draw for foreign visitors, bringing in tens of millions of them each year, however the council will look at ways to attract more people to other cities and regions.

As well as focusing on inbound and domestic tourism, the Visitor Economy Advisory Council will also focus on outbound travel to ensure all tourists have the best possible experience when travelling.

At today’s meeting, the group discussed the sector’s performance across domestic, international and outbound markets and how the council can support the government’s Growth Mission.

ENDS

Notes to editors:

Full membership of the Visitor Economy Advisory Council:
- Joss Croft OBE, Chief Executive Officer, UKInbound
- Sean Doyle, Chair and Chief Executive Officer, British Airways
- Fiona Eastwood, Interim Chief Executive Officer, Merlin Entertainment
- Paul Flaum, Chief Executive Officer, Bourne Leisure
- Jody Ford, Chief Executive Officer, Trainline
- Dr Sarah Green OBE, Chief Executive Officer, NewcastleGateshead Initiative
- Sir Loyd Grossman CBE, Chair, The Royal Parks
- Andy Harmer, Chief Executive Officer, CLIA
- Dame Irene Hays DBE CBE DL, Chair and Owner, Hays Travel
- Andrew Leveson, Chief Executive Officer, Royal Shakespeare Company
- Fiona MacConnacher, Head of Public Affairs UK & Ireland, Booking.com
- Kate Nicholls OBE, Chief Executive Officer, UKHospitality
- Ken O’Toole, Group Chief Executive Officer, Manchester Airports Group
- Richard Parker, Mayor, West Midlands Combined Authority (joint member)
- Neil Rami, Chief Executive Officer, West Midlands Growth Company (joint member)
- Jeremy Rees, Chief Executive Officer, ExCel London
- Kate Shane, Managing Director, Blackpool Council Leisure Portfolio
- Karin Sheppard, Managing Director Europe, IHG Hotels and Resorts
- Julia Simpson, Chief Executive Officer, World Tourism and Travel Council
- Shaon Talukder, Chief Executive Officer, Geotourist
- Patricia Yates (Observer), Chief Executive Officer, VisitBritain, VisitEngland