Shakespeare’s England boss appointed to the board of directors of UKinbound

Helen Peters

The Chief Executive of Shakespeare’s England has been named as one of the new Board of Directors of a leading travel trade association.

Helen Peters, boss of the Destination Management Organisation of South Warwickshire and the surroundings areas, has been named as one of 14 new board executives of UKinbound.

The appointments are voted for by the association’s membership, which comprises more than 350 businesses, the new directors will take up their positions at UKinbound’s Annual General Meeting in February 2021 and will sit on the board for a three-year term.

To ensure the entire membership is represented, the new board includes accommodation providers, attractions, destinations, service providers and tour operators/destination management company (DMC).

Helen Peters said: “I am thrilled to have been voted in as one of the new board directors of UKinbound, which is an extremely important association for our industry.

“This has been an extremely difficult year for our sector, so I look forward to working with the board and the UKinbound team as we try to navigate the challenges ahead and create more opportunities for members.”

UKinbound is a leading travel trade association and the only one which focuses solely on the interests of the UK’s third largest service export earner, the inbound tourism sector.

Members included tour operators, destination management companies, accommodation providers, attractions, destination marketing organisations and service providers including restaurants, transport, retail, ticketing and professional services.

UKinbound addresses and engages with Government, the media, travel trade and the general public to raise awareness of inbound tourism’s significant impact on the UK economy, and drives a return for its members.

This year it has been fundamental to the lobbying of Government on all tourism and hospitality issues and has published a Tourism Resilience Fund they are urging Government to support, in order to protect the viability of the inbound industry long term

Joss Croft, CEO of UKinbound said: “Our new board represents the breadth and depth of the UK’s inbound tourism industry and I look forward to welcoming the new and re-elected executives and chairman in February next year.

“2021 represents both challenges and opportunities for our industry, and I am confident that together we will continue the efficient running of the association, on behalf of our members.

“I would like to thank the outgoing board for all their hard work and commitment to UKinbound, especially during 2020 which has been a very challenging year for all.”