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Vision, Mission & Values
Vision.
To maximise the economic, cultural and social contribution of the UK’ s experience economy by positioning the United Kingdom as the global leader in creating, operating and exporting world-class experiences.
Mission.
To connect, champion and grow the UK experience economy by bringing together industry, government, investors and strategic partners to unlock opportunity, influence policy and support sustainable growth across domestic and international markets.
Our Values.
Collaboration- We believe the greatest opportunities are created when people work together. Innovation- We embrace creativity, new technologies and fresh thinking that shape the future of experiences. Excellence- We champion the highest standards of quality, professionalism and delivery. Growth- We support our members, our industry and the wider economy to grow sustainably. Integrity- We build trusted relationships through openness, accountability and transparency. Inclusion- We believe the strongest experiences are created through diverse perspectives and accessible opportunities.
What was once viewed primarily as a collection of visitor attractions, museums and leisure destinations is now recognised as one of the United Kingdom’ s most dynamic economic sectors.
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