VisitBritain’s Kerrin MacPhie


I’m delighted to be featured as PCMA’s first ‘Anchor Woman’ piece in its inaugural Communique. This is a new beginning for PCMA in Europe, which is fitting, as my new role as Head of Business Events at VisitBritian heralds a new beginning, not just for me, but for the UK’s position in the international business-events market.”

Kerrin MacPhie, Head of Business Events, VisitBritain

This role invokes my long-held passion for attracting business events to my destination. I’ve joined VisitBritain, following 11 years with ACC Liverpool as director of conference and exhibition sales, where I developed a destination strategy for Liverpool.

It’s a wonderful challenge to create a national business-events strategy and I look forward to showcasing the UK’s unparalleled offering to the international market with our partners.

Britain offers easy access to hundreds of exciting opportunities in all parts of the country, with plenty of surprises to share with event planners. The country has an excellent choice of venues for large events and is investing in more — with openings of multi-million-pound purpose-built convention and exhibition centres in Newport, Wales, in Aberdeen in Scotland, and in NewcastleGateshead in England, while the development of Belfast Waterfront in Northern Ireland continues at a dazzling pace.

So, yes, it’s an exciting time of new beginnings for PCMA, for VisitBritain, and for me. It’s an opportunity to take a fresh approach, to place focus on where event planners hold the most value to help them excel. For Britain, that means placing its emphasis on a long history of scientific research, academia and education, on leading industry sectors and a fantastic choice of cutting-edge, historical, and unique venues in exciting cities and destinations.

What does this new beginning mean for you?”

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