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A strategy is only valuable if it is successfully delivered.

The role of this document is not simply to articulate Experience UK’ s ambition— it is to provide a practical framework that informs decisionmaking, guides investment and ensures accountability across the organisation.

Successful delivery will require collaboration between the Executive Board, Steering Groups, Executive Team, members and strategic partners.

Every programme, event, partnership and investment should contribute towards one or more of the strategic priorities set out within this document.

Regular monitoring and review will ensure the strategy remains relevant, responsive and ambitious as the sector continues to evolve.

Governance Framework Executive Board

The Executive Board is responsible for providing strategic leadership, governance and oversight. Its responsibilities include:

• Setting the long-term strategic direction.

• Monitoring organisational performance.

• Financial oversight.

• Risk management.

• Supporting stakeholder engagement.

• Championing Experience UK externally.

• Acting as ambassadors for the organisation.

• Reviewing progress against this strategy.

The Board will formally review progress against the strategy at least annually, with quarterly updates provided by the executive team.

Steering Groups

Steering Groups provide specialist sector knowledge and industry insight. They help ensure that Experience UK’ s programmes remain relevant, collaborative and member-led. Their responsibilities include:

• Identifying emerging trends.

• Advising on sector priorities.

• Supporting programme development.

• Encouraging member engagement.

• Acting as advocates within their respective sectors.

• Providing feedback on Experience UK’ s activity. Steering Groups report to the Executive Board through the executive team.

Executive Team

The executive team is responsible for implementing the strategy and delivering agreed programmes of activity. Responsibilities include:

• Operational delivery.

• Membership growth and engagement.

• Commercial development.

• Financial management.

• Event delivery.

• Stakeholder engagement.

• International trade support.

• Marketing and communications.

• Monitoring performance against KPIs.

Working Together

The relationship between governance and delivery can be summarised as follows:

Executive Board Steering Groups Executive Team Strategic leadership Industry expertise Operational delivery

Financial oversight Sector intelligence Member engagement Performance monitoring Advocacy support

Commercial delivery Ambassadorial role Innovation Reporting and evaluation

This collaborative approach ensures strategic oversight remains distinct from operational delivery while enabling members to play an active role in shaping Experience UK’ s future.