Tourism conference to explore trends and ‘Brand Britain’

The Future Global Opportunities for UK Tourism conference in Liverpool next month has unveiled its full line-up of speakers.

Taking place on June 28 as part of the International Business Festival, the tourism conference will start with a look at travel trends, featuring Debbie Marshall, Silver Travel Advisor managing director, and Jon Young, research director at market research consultancy BDRC.

They will be joined by Stephen Treacy, chief executive of MyTribe101, a Dublin-based firm which educates people about their connection to European cultures.

He will be able to outline how ancestral and diaspora tourism has great potential to bring visitors to the UK.

The perceptions of Brand Britain and how the country could be marketed in the future will be tackled by Kurt Stuhllemmer, a partner at strategic brand consultancy Hall & Partners.

Brand loyalty will take centre stage as James McVeigh, head of innovation and marketing at Festivals Edinburgh, will discuss how to develop the position of Edinburgh as one of the world’s leading festival cities.

Airline transport consultant John Strickland will chair a session called ‘The Sky’s The Limit’, looking at regional airports and airlines.

He will be joined by John Irving, chief executive of Liverpool Airport; James Ager, strategy director at Manchester Airport Group; Kate Sherry, deputy director of route development at Ryanair; and Ali Gayward, easyJet’s UK country manager.

They will be followed by ‘Lessons and Learnings’, which will study successful marketing campaigns that have limited budgets.

The debate will feature Colin Fox, marketing manager at English Lakes Hotels Resorts & Venues, and the chair of the Lake District Japan Forum alongside Jennifer Cormack (pictured), sales and marketing director of Windermere Lake Cruises and chair of the Lake District China Forum.

New business models and new opportunities will be the key issues raised by Rhys Griffiths, partner and head of travel group at legal firm FieldFisher, then artificial intelligence and technological advancements will be discussed by Katie King, managing director of marketing agency Zoodikers.

A ‘New World Tourism Order’ panel will feature Anthony Pickles, VisitBritain’s head of tourism affairs; Deirdre Wells, chief executive at UKinbound; Chris Brown, marketing director at Marketing Liverpool; and Samantha Mayling, editor of TravelGBI.

The conference will end with a keynote address on the festival’s Futures Stage by Cherie Blair, who will be highlighting ‘The Importance of People in a Globalised Economy’.

The conference will be chaired by Sky presenter, reporter and producer Hayley McQueen.

Simon Greenbury, director of the conference organiser Cheeky Monkey, said: “We have brought together a terrific line-up of speakers committed to ensuring that UK tourism thrives in the future, helping define a blueprint for how the industry grows and develops.

“I guarantee that delegates will come away having been engaged, challenged and had their minds open to new ways of thinking.”