QEII Centre, Westminster, London

Thursday, 5th October 2023



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For 20 years now, VAC has been the leading networking and learning event for visitor attractions across the UK. After a successful VAC in Birmingham last year, the conference returns to its home, the superb Queen Elizabeth II Conference Centre in the heart of Westminster, London, on Thursday 5th October.

Over 5,000 attractions owners, managers and officers have attended VAC over the 20 years since that very first one at the QEII Centre in 2004. If you work in the visitor attractions sector, VAC gives you the chance to learn about the very latest innovations, thinking and news from practitioners and the top consultants across the sector – whether your interest lies in parks and gardens, historic or heritage centres, theme parks, museums and galleries, zoos or science and discovery centres.

Simply put, VAC is the industry’s annual gathering, put on for the industry by the industry – and this year’s conference programme will provide all delegates with valuable insight into the latest market research and trends, it will inspire you through success stories from attractions throughout the country, and will offer you the latest learnings from industry commentators and other like-minded businesses which you can put into practice for 2024 and beyond.

10 great reasons for joining us at VAC on 5th October in London!

Here’s 10 good reasons why you should consider attending the UK’s leading attractions event…

  1. DISCOVER the latest best practice in attractions management and marketing, including further tips to meet head-on the twin challenges for all attractions of sustainability and the staffing crisis
  2. LEARN new techniques and ways to deliver excellent customer service in these challenging times
  3. GROW your relationship with industry colleagues and leading speakers from the sector
  4. BE INSPIRED by motivational speeches and presentations throughout the day
  5. CONNECT face to face with key suppliers for the sector and hear of their new products and deals for UK attractions in 2024
  6. KEEP UP TO DATE with the evolving world of technology, social media and digital marketing best practice
  7. EXPAND YOUR CREATIVITY through listening to great presentations – including from award-winning attractions – and spark your imagination on a valuable day away from your desk
  8. REACH OUT to others in the industry to have your questions answered throughout the day, with full presentation sessions and networking over lunch and refreshment breaks
  9. BRING A COLLEAGUE for greater networking and strategy discussions/brainstorming with him/her at the event and beyond
  10. FIGHT FOR YOUR SHARE OF THE BUSINESS the last three years have tested even the strongest of businesses, and VAC gives every attraction the chance to look forward to better times, and get your own business fit to handle to the big changes which have taken place in the market and the sector
You can reserve your own place now here.  Speakers continue to be announced here. Already confirmed for VAC 2023 are:
  • Anne Ackord, Chief Executive Officer, Brighton Pier Group
  • Dr Mark Baker, Chairperson, Gwrych Castle Preservation Trust
  • Matthew Beckwith, Director, Expian
  • Mark Blair, Divisonal Director, InEvexco
  • Rob Chatwin, Group CEO, the Eden Project
  • Bernard Donoghue OBE, Chief Executive, ALVA, the Assn of Leading Visitor Attractions
  • Ewan Frost-Pennington, Director of Operations, Muncaster Castle
  • Nathaly Kambakara, Associate Director, BVA-BDRC
  • Paul Kelly, Chief Executive, BALPPA, the British Assn of Leisure Parks, Piers & Attractions
  • Tina Kirby, Senior Underwriter, Munich Re.
  • Lycia Lobo, Commercial Director, English Heritage
  • Victoria Lynn, Managing Director, Drayton Manor Resort
  • Yiannis Maglaras, Managing Director, Expian
  • Ian Miller, CEO, Crafted
  • Kelly Molson, Founder/Head of Commercial, Rubber Cheese
  • Richard Nicholls, Head of Research & Forecasting, VisitBritain
  • Abbi Ollive, Director of Marketing and Visitors, Castle Howard
  • Fiona Pollard, Board Member, VisitEngland
  • Laura Pye, Director, National Museums Liverpool
  • Ken Robinson CBE, one of the UK’s leading tourism and attractions consultants over the last 40 years
  • Caroline Sanger-Davies, Director & Principal Consultant, Experience Marketing
  • Liz Terry MBE, Managing Editor, Attractions Management
  • Richard Toomer, Executive Director, The Tourism Alliance
  • Anne Torreggiani, CEO, The Audience Agency
  • Sir Nick Varney, former CEO of Merlin Entertainments
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