Meet the Team: Kerrin MacPhie, Head of Business Events at VisitBritain

Wednesday 01 April 2020
Headshot of Kerrin MacPhie

How did you come to work as the Head of Business Events at VisitBritain?

I have been in the industry for many years, having played a part in developing the city of Liverpool – in England’s north west – as a leading destination for international Business Events. When I was offered the opportunity to join VisitBritain, I was excited at the thought of being able to do the same for my country and here I am nearly two years on.   

What is your favourite thing about working in the events industry?

It is a people-to-people industry where you develop relationships that last a lifetime. Whether is it an association congress, corporate conference or an incentive activity, events bring individuals together to learn, share and create unmissable experiences. From research and development discussions that bring about global change, to amazing incentive experiences that create unforgettable memories with your colleagues, the diverse mix of events that touch so many sectors have the ability to change lives and leave a lasting impression. You could say it’s what dreams are made of!

What has been the biggest challenge you have faced?

I don’t view the world as challenging, but instead full of opportunities. During my time at VisitBritain, I have brought about change - developing a Business Events team that is delivering on the needs of our customers – ensuring that event planners realise all the great opportunities for their events across the UK.

Why, in your opinion, should international event planners consider the UK as the next destination for business events?

The UK is a land of opportunity and the centre of the world. It brings alive everyone’s passion for events. Associations can access the country’s unrivalled knowledge, ideas, research, expertise and innovation. Corporates can be inspired by England’s thriving creativity, imagination, opportunity and entrepreneurial spirit. And incentive planners can drive motivation and reward with the most memorable, one-of-a-kind experiences.

We offer a diverse mix of world-class destinations, venues and experiences that can truly deliver whatever you want as well as excellent transport links that feature across the length and breadth of the country, making us easily accessible to the global market. Most importantly, we have the warmest welcome which, once experienced, is never forgotten.

The UK Government has recently announced two landmark policies that show its increasing commitment to the sector. The recent Tourism Sector Deal, supported by the International Business Events Action Plan lays out what the UK Government is doing to grow, retain, create and win events. This commitment will encourage the meetings industry to win more events and give confidence to buyers and planners to choose the UK.   

Find out more: www.eventsaregreat.com

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