Reserve your place now - and don't forget to check back in the coming weeks for more speaker and programme announcements for VAC 2025.
Bookings can now be made for VAC 2025. For more than 20 years now, VAC has been the leading networking and learning event for visitor attractions across the UK. This year, once again VAC takes place at its spiritual home, the superb Queen Elizabeth II Conference Centre in the heart of Westminster, London, on Thursday 16th October.
Over 5,000 attractions owners, managers and officers have attended VAC over the 20 years since the 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.
Supported by ALVA, BALPPA, Leisure Media and VisitEngland, 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 through success stories from attractions throughout the country, and will offer the latest learnings from industry commentators and other like-minded businesses which you can put into practice for 2026 and beyond.
Speakers already confirmed for VAC 2025 include:
- Sharon Ament, Director – London Museum
- Heather Carter, Managing Director (Visitor Attraction), Blenheim
- Bernard Donoghue OBE, Chief Executive – ALVA
- Russ Gaines, Group Commercial Operations Director – The Escapade Group
- Suzy Griffiths, Vice President, Arts & Entertainment – IMG Events/Winter Wonderland
- Dominic Hare, CEO, Blenheim
- Kurt Janson OBE, Executive Director – The Tourism Alliance
- Paul Kelly, Chief Executive – BALPPA
- Neil Lewin, Managing Director – Semantic
- Kate Logan, Operations, Experience and Engagement Director – English Heritage
- Sarah McLeod OBE, CEO – Wentworth Woodhouse
- Sally Mimnagh, Director – BVA-BDRC
- Danielle Nicholls, Brand Manager, Twycross Zoo
- Richard Nicholls, Head of Research & Forecasting – VisitBritain
- David Reece, Chief Strategy Officer – Baker Richards
- Caroline Reid, Director of Commercial Enterprises – National Trust for Scotland
- Jane Richardson, Chief Executive – Amgueddfa Cymru – Museum Wales
- Sarah Roots, EVP, Warner Bros. Worldwide Studio Tours & Retail
- Jason Simpson, CEO – RAW Charging
- Graham Speak, Director – Speak Consulting
- Liz Terry MBE, Managing Editor – Attractions Management magazine
- Fiona Wilson, Director – Dumble Farm, East Yorkshire – “VisitEngland Tourism Experience of the Year 2025”
- Patricia Yates, CEO – VisitBritain
At VAC 2025, 30 expert speakers will explore topics such as…
- Market Insights, Trends & Growth Markets for 2026
- Operations & Marketing in a Operational Costs Crisis
- Sustainable Transport to your Attraction
- The Overseas/inbound market for UK attractions
- Attractions Innovations and excellence
- Talking Tech & Digital Marketing
- Excellence in Visitor Communications
- Latest Tourism Legislation and Policy
- VisitEngland & VisitBritain briefing
- Major Attraction “The Big Interview”
- Defending the Bottom Line: how to monetise your attraction
- The Inclusivity Argument for success in visitor attractions
- Crisis Management best practice
- Retail Excellence
- David vs Goliath: The Big New Attractions on the horizon
Official Publication:
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📢 Registration Now Open!
Early bird discounts available — secure your spot today at VAC 2025.
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