08.15 Registration & Coffee

09.00 Briefing on Martyn’s Law – the Terrorism (Protection of Premises) Act 2025

• Speaker: Ronnie Megaughin, Deputy Director of Inspections and Enforcement, Martyn’s Law, Security Industry Authority (SIA)

09.30 Welcome by Conference Chairman

• Chairman: Paul Kelly, Chief Executive, BALPPA, the British Association of Leisure Parks, Piers & Attractions

09.35 Heat, VAT & Jellycats

• Speaker: Bernard Donoghue OBE, CEO & Director, ALVA, the Association of Leading Visitor Attractions

10.00 The Big Interview

• Julie Dalton, CEO, Gulliver’s Theme Parks
• Liz Terry, Managing Editor, Attractions Management

10.30 VAC Market Insights Briefings

• Speaker 1: Richard Nicholls, Head of Research & Forecasting, VisitBritain
• Speaker 2: Nathaly Kambakara, Associate Director, Ipsos
• Speaker 3: David Reece, Chief Strategy Officer, Baker Richards

11.05 Tea & Coffee Break, Networking & Exhibition

11.40 VisitBritain/VisitEngland Update : Driving regional visitor economy growth

• Patricia Yates, CEO, VisitBritain/VisitEngland

12.00 Torrential Rain followed by Strong Easterly Winds (Panel)

• Chair:  Paul Kelly, Chief Executive, BALPPA, the British Association of Leisure Parks, Piers & Attractions
• Speaker 1: Abbigail Ollive, Visitor Attractions Director, Castle Howard
• Speaker 2: James Cox, Director of Marketing, Sales and PR, Blackpool Pleasure Beach
• Speaker 3: Olly Reed, Marketing Director, Navigate Agency
• Speaker 4: Alison Wood, Head of Public Weather Service, Met Office

12.45 Visitor Attraction Excellence

• Speaker: Rebecca Foy – Director of Public Engagement at Bletchley Park Trust

13.00 Lunch, Networking & Exhibition

14.00 

VAC Seminar 1: Diversifying Income Stream  

With increasing pressure on costs and traditional income streams, visitor attractions need to think differently about where future growth will come from. This session explores how attractions can develop new sales channels, build effective commercial partnerships and use digital opportunities to reach new and incremental audiences.

Drawing on real-world examples from across the sector, our speakers will consider different approaches to increasing visibility, generating additional revenue and improving customer value – exploring what works, what doesn’t and the opportunities attractions may be missing.

• Chair: Nik Wyness, Director of Marketing and Communications, The Tank Museum
• Speaker 1: Scott Williamson, Chief Executive Officer, Magic Little Giants
• Speaker 2: Jamie Turner, Marketing Director, Twycross Zoo
• Speaker 3: James Cox, VP Business Development, CJ

VAC Seminar 2: Neurodiversity Matters

Neurodiversity Matters – Creating More Inclusive Attractions

How can visitor attractions become more welcoming and accessible for neurodivergent visitors and employees?

This session explores how greater understanding and relatively simple changes can create more inclusive visitor experiences while also delivering real commercial benefits. Our speakers will consider how attractions can better understand the needs of neurodivergent audiences, remove barriers to participation and create workplaces where neurodivergent employees can thrive.

Discover why embracing neurodiversity isn’t simply the right thing to do – it can help attractions reach wider audiences, strengthen their workforce and positively contribute to the bottom line.

• Chair: Ross Calladine, Accessibility and Inclusion Lead, Visit England
• Speaker 1: Prof. Peter Jones MBE, The CRUMBS Project, Bournemouth University
• Speaker 2: Dr Justine Reilly, The Neurodiverse Museum
• Speaker 3: Steph Graham, CEO, GoodCRM

VAC Seminar 3: AI is an Opportunity

Artificial Intelligence is developing at extraordinary speed, but what does it really mean for visitor attractions?

This session explores practical ways attractions can harness AI to work smarter, improve efficiency and enhance the visitor experience. From streamlining sales, bookings and operational processes to improving communications and helping visitors find the information they need, our speakers will share real-world experiences and consider where AI can deliver genuine commercial benefits.

Looking beyond the hype, we’ll explore how attractions of all sizes can embrace the opportunities AI presents.

• Chair: Lyndsey Turner-Swift, Deputy Director, VisitEngland
• Speaker 1: Holly Bell, Chief Financial Officer,
• Speaker 2: Marshall Tuten, Co-Founder, Infin8 Growth
• Speaker 3: Jack Harris, Founder, Tally Ho Experiences
• Speaker 4: Helen Bonser-Wilton, Chief Executive Officer, Leeds Castle

14.55 Beyond Physical Visitors

• Chair: Bernard Donoghue OBE, CEO & Director, ALVA

• Speaker 1: Julie Montagu, Countess of Sandwich

• Speaker 2: Nik Wyness, Director of Marketing and Communications, The Tank Museum

15.30 Tea & Coffee Break, Networking & Exhibition

16.00 Tourism Alliance Policy Update

• Speaker:  Eddy Leviten, Executive Director, Tourism Alliance

16.20 The Price is Right – Ticket pricing strategies in today’s competitive market

• Speaker 1: Robin Cantrill-Fenwick, CEO, Baker Richards
• Speaker 2: James Tortise-Crawford, Head of Strategic Projects, Fitzwilliam Museum, University of Cambridge
• Speaker 3: Rhodri Davies, Head of Brand, Audiences & Marketing, Museum of Wales

16.50 The VAC Power Panel

Bernard Donoghue OBE, CEO & Director, ALVA, in discussion with:

• Speaker 1: Louise Halliday, Director of Audiences and Organisational Culture, The Royal Albert Hall
• Speaker 2: Helen Bonser-Wilton, CEO, Leeds Castle, Kent and VisitEngland Board Member
• Speaker 3: Jason Simpson, CEO, RAW Charging

17.20 Closing Remarks & Conference Reception – all are welcome