ANNUAL REPORT 2025-2026
Governance and future priorities
Richard Parry chairs Experience UK, with Ian Clappison leading operational delivery as Chief Executive. Specialist leadership appointments have been made including Emily Burrows delivering brand and marketing strategy, and Jim Broughton as Director of Museums, Arts and Culture. Their areas of focus support clearer communication and stronger engagement with the cultural sector.
The Board for year ending 31 March Priorities for 2026 27
Richard Parry Ian Clappison Rozmin Blatt Emily Burrows Dawn Foote Emily Smith David Willrich Liz Moriarty Paul Kent Julie Fitzsimmins Richard Hill Jim Broughton
Executive Chair Chief Executive Officer
Executive Board Associate, Principal Stakeholder Engagement
Executive Board Director, Marketing & Communication
Executive Board Director, Themed Entertainment & Experience Creation
Executive Board Director
Executive Board Director, Technology & Visitor Experience
Executive Board Director, Creative Industries & Trade Body Engagement
Independent
Executive Board Director, Placemaking & Strategic Leisure Development
Executive Board Director, Themed Entertainment & Experience Delivery
Executive Board Director, Museums, Arts & Culture
Longer term direction
The 2027 – 2029 strategy sets out seven priorities: influence and leadership; membership and community; trade and international growth; research and insight; events and convening; skills and future talent; and organisational sustainability. It provides a framework for broadening our reach while maintaining the practical support members expect.
The priorities below look beyond 31 March 2026. They build on the year’ s activity and reflect the direction set out in the | Experience UK Strategy 2027 – 2029.
Develop InnovateX- Expand to two conference days on 9 – 10 March 2027, with an optional Experience London Day on 11 March. Incorporate the Experience on Main Street programme.
Continue international programmes- Renew IAAPA Asia and Europe activity, with a larger planned European presence for London in 2026. Maintain engagement with members transferring Middle East bookings.
Improve digital engagement- Develop the Experience UK and InnovateX websites in line with the marketing and organisational strategy.
Strengthen membership value- Maintain retention and improve targeted engagement across creators, operators, cultural organisations and place shapers.
Develop insight and representation- Strengthen research, market intelligence and relationships with government and industry partners.
Build organisational capacity- Improve financial sustainability, programme margins, systems and the capacity of the team.
Delivering that direction will require clear measures of participation, member satisfaction, commercial outcomes and financial performance. Our members, Board, team and partners all have a role in ensuring that ambition is matched by activity that produces useful results.
EXPERIENCE UK 9