UKinbound has announced its new board of directors, covering accommodation, attractions, destinations, service providers and tour operators.

The 14-strong board will serve a three-year term from February next year and was elected by the association’s membership, which comprises more than 350 businesses.

Appointed members can sit on the board for two consecutive terms if voted in, with the new board comprising a range of new and returning members.

The association’s chairman, managing director of Cashel Travel James Aitken, has been re-elected and will serve a further term.

Joss Croft, UKinbound chief executive, said: “Our new board represents the breadth and depth of the UK’s inbound tourism industry and I look forward to welcoming the new and re-elected executives and chairman in February next year.

“2021 represents both challenges and opportunities for our industry, and I am confident that together we will continue the efficient running of the association, on behalf of our members.

“I would like to thank the outgoing board for all their hard work and commitment to UKinbound, especially during 2020 which has been a very challenging year for all.”

The new board is:


  • Chris Ball, business development manager, glh Hotels
  • Rachel Tooley, head of leisure sales, Jurys Inn Group


  • Jennifer Cormack, sales and marketing director, Windermere Lake Cruises
  • Diane Glover, marketing manager, The Beatles Story
  • Luke Reilly, head of trade sales, The View from The Shard


  • Kathryn Davis, head of tourism at Destination Bristol and interim CEO at Visit Bath
  • Helen Peters, chief executive, Shakespeare’s England

Service Providers

  • Helena Beard, managing director, China Travel Outbound
  • Kelly Strong, managing director, Strong Recruitment
  • Rob Way, sales director, Think Travel

Tour Operators

  • Lana Bennett, chief executive, Tours International
  • Rebecca Brooks, managing director, Abbey Tours
  • Andrew Guthrie, director of contracting and operations, JacTravel
  • Alexis Peppis, regional manager – UK & Ireland, Tiqets