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Chair’ s Foreword
The experience economy has never been more important.
Across the United Kingdom, experiences are transforming the way people engage with culture, leisure, entertainment and destinations. They are creating jobs, attracting investment, revitalising communities and contributing billions of pounds to the national economy every year.
Behind every successful attraction, museum, immersive experience, cultural venue or destination is a network of talented businesses and individuals whose creativity, expertise and innovation make these experiences possible.
Experience UK exists to bring that community together.
Since its formation, the organisation has evolved significantly, broadening its reach and strengthening its influence to become the UK’ s leading leadership organisation for the experience economy. Today, we represent a diverse ecosystem of creators, operators, developers, investors, strategic partners and public sector organisations working collectively to shape the future of experiences both within the UK and internationally. and ensuring the experience economy is recognised for the significant contribution it makes to the UK’ s prosperity.
It recognises the importance of attractions and leisure, museums and culture, location-based entertainment, placemaking and destination development, while acknowledging the increasing role experiences play in supporting investment, regeneration and economic growth.
As Chair, I believe Experience UK has an important responsibility— not only to support its members but also to provide leadership for the sector as a whole.
I would like to thank our Executive Board, Steering Groups, members, strategic partners and the wider Experience UK team for their continued commitment and enthusiasm. Together, we have built a strong foundation, and together we have an exciting opportunity to shape the next chapter of the UK’ s experience economy.
The future is full of opportunity, and I look forward to working with you all to realise it.
Richard Parry Chair, Experience UK
As our sector continues to evolve, so too must Experience UK.
This strategy sets out an ambitious but achievable vision for the next three years. It reflects our commitment to supporting sustainable growth, strengthening collaboration, expanding international opportunities
Importantly, this is not simply a strategy for Experience UK. It is a strategy for the wider sector we represent.
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