The tourism industry will be in the spotlight during the International Business Festival in Liverpool. Samantha Mayling explores what’s on the agenda

Hayley McQueen Simon Greenbury

James McVeigh

James Ager

Kate Sherry Opportunities knock

Artificial intelligence, ‘Brand Britain’ and new business models will be discussed at a major new tourism conference later this month.

Taking place on June 28, the

Future Global Opportunities for UK Tourism conference is part of the three-week International Business Festival in Liverpool. Simon Greenbury, director of

conference organiser Cheeky Monkey, said: “This conference is a first for the three-week festival – the first time the tourism and travel sector has featured in the core of the festival. “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 opened to new ways of thinking.”

Travel trends

The conference will kick off with a look at travel trends, with 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.

8 TravelGBI | June 2018 Airline transport consultant John

Delegates will come away having been challenged and had their minds opened to new ways of thinking

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 and how to keep

a destination front of mind with travellers will take centre stage as James McVeigh, head of innovation and marketing at Festivals Edinburgh, will discuss how brand loyalty can develop Edinburgh as one of the world’s leading festival cities.

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.

Lessons and learnings

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, sales and marketing director of Windermere Lake Cruises and chair of the Lake District China Forum.

Business delegates ready to converge in Liverpool

Future Global Opportunities for UK Tourism June 28 The cost of the conference is £249 + VAT, which includes admission to all the days of the festival running from June 12-28 (excludes other paid-for festival hosted events). The conference has support from the industry including UKinbound, VisitBritain, VisitEngland, Visit Wales, British Airways, Marketing Liverpool, Visit Heritage, Windermere Lake Cruises, Marketing Cheshire, Hudsons, Signpost, Association of Group Travel Organisers, Tourism Society, Tourism Alliance, Lake District China Forum, Coach Tourism Association, Coach Buddy and tom (Theatre of Meetings).

International Business Festival June 12-28

Hosted at the Exhibition Centre Liverpool, the festival includes 55 major events, with 30,000 industry professionals and 200 world-class speakers. The sessions are designed to boost delegates’

knowledge, make new connections and generate fresh ideas to increase business. The festival was established in 2014 as a biennial

event that brings some of the world’s most ambitious businesses under one roof. It is organised by Liverpool Vision, the city’s economic development company, with the Department for International Trade and UK government.

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 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.

Colin Fox

Jen Cormack

Cherie Blair

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