ANNUAL REPORT 2025-2026
Message from the Chair.
The strength of Experience UK lies in the relationships it helps create. Over the past year, our members have come together to share knowledge, develop partnerships and pursue opportunities in the UK and internationally. The demand for our events and the continued support of our membership show the value of that work.
“ Our longer-term strategy sets out a broader role for Experience UK, encompassing industry influence, research, international trade, skills and collaboration between creators, operators and place shapers.”
Richard Parry Executive Chair
At 31 March 2026, the association had 368 members and recorded a 96 % retention rate. Retaining the confidence of existing members matters alongside attracting new organisations. We need to understand what members value, make it easier for them to participate and ensure that their investment in membership translates into useful connections and opportunities.
Our international programme continued to give British businesses a shared platform. Barcelona and China demonstrated the value of bringing members together in markets where their creativity and technical expertise are in demand. The response to the postponement of IAAPA Expo Middle East also showed the continuing appetite for engagement with the region, with 98 % of participating members agreeing to transfer their bookings.
InnovateX provides a complementary platform at home. Its development allows us to connect organisations across the experience economy and bring commercial, cultural and destination perspectives into the same conversation. As we plan its expansion, we must preserve the quality of the programme and the relationships that make attendance worthwhile.
The financial results show both progress and work still to do. Turnover increased by 43.7 %, but the cash surplus after tax was £ 1,132. As a Board, we need to support growth that strengthens the organisation financially and gives the team the capacity to deliver consistently. A larger programme must be backed by realistic budgets and effective oversight.
Our longer-term strategy sets out a broader role for Experience UK, encompassing industry influence, research, international trade, skills and collaboration between creators, operators and place shapers. The practical task is to translate that ambition into activity that members can use and outcomes that we can measure.
I would like to thank Ian and the team for their commitment throughout the year, my Board colleagues for their support, and our members and partners for the time, knowledge and enthusiasm they contribute. Their involvement will remain central to the next stage of Experience UK’ s development.
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