Ross Calladine
Head of Business Support for Visit England | Disability and Access Ambassador, Tourism (UK)
"Making every guest welcome: Practical tips to unlock the Purple Pound"
Ross Calladine is Head of Business Support for VisitEngland. As part of his role, Ross is VisitEngland’s in-house accessibility specialist developing initiatives that help tourism businesses and destinations tap into the high value, growing accessible tourism market.
Ross has led the development of an innovative Accessibility Guides website, spearheaded the production of a number of guidance booklets and he also manages VisitEngland’s Accessible & Inclusive Tourism Award, which recognises leaders in the field. Ross also convenes England’s Inclusive Tourism Action Group comprising leading accessible tourism stakeholders.
As an authority on accessible tourism, Ross regularly speaks at industry events, most recently including 1st UNWTO Conference on Accessible Tourism, World Travel Market, ITB Berlin and Destinations for All World Summit.
Ross Calladine is Head of Business Support for VisitEngland. As part of his role, Ross is VisitEngland’s in-house accessibility specialist developing initiatives that help tourism businesses and destinations tap into the high value, growing accessible tourism market.
Ross has led the development of an innovative Accessibility Guides website, spearheaded the production of a number of guidance booklets and he also manages VisitEngland’s Accessible & Inclusive Tourism Award, which recognises leaders in the field. Ross also convenes England’s Inclusive Tourism Action Group comprising leading accessible tourism stakeholders.
As an authority on accessible tourism, Ross regularly speaks at industry events, most recently including 1st UNWTO Conference on Accessible Tourism, World Travel Market, ITB Berlin and Destinations for All World Summit.
William Meredith MIPA
Media Director - Golly Slater
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How tourism marketing and customers have changed, and where we’re going in the future.Will Meredith MIPA is Media Director at Golley Slater in Cardiff and a Member of the Institute of Practitioners in Advertising, with over 30 years’ experience in media. He has led the delivery of award-winning, multi-channel campaigns across both public and private sectors, combining deep audience insight with expertise spanning digital, programmatic, broadcast and out-of-home. Widely respected within the Welsh media landscape, Will is known for translating data into effective, results-driven strategies and for his collaborative approach to delivering high-impact campaigns for major brands and government organisations.
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John Turner
Artificial Intelligence Leadership Consultant
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"Leading Tourism Through the Age of Artificial Intelligence"
As a qualified international AI Leadership Consultant educated from Oxford University, Saïd Business School, John brings cutting-edge expertise in artificial intelligence and machine learning to help organisations navigate and lead through technological transformation. Specialising in strategic AI integration, governance, and regulation, EU AI Act and its implementation at both domestic and international levels, alongside the training and deployment of large language models within organisations. Whilst having a key focus on AI in the Destination Marketing space. Currently undertaking an MBA in Artificial Intelligence in Digital Transformation at the University of Southampton, further strengthening expertise in aligning emerging technologies with strategic growth, innovation, and operational resilience. With 16 years of Chartered professional experience and a Professional Diploma in Marketing from The Chartered Institute of Marketing, extensive leadership experience spans large-scale digital transformation, marketing strategy, and organisational change. AI and innovation credentials include advanced training through IBM, London Business School, The University of Edinburgh, Babson College, and The Alan Turing Institute, with a strong focus on AI ethics, data governance, and innovation leadership. Also serves as CEO of Visit Somerset, bringing together destination leadership, strategic marketing, and digital innovation to support regional growth and cross-sector collaboration. |
Becca Falvey
Senior Manager Skills and Innovation - Open University
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"Gen Z Explained, Practical Ways to Attract, Manage and Keep Younger Staff"
Becca is Senior Manager, Skills & Innovation at The Open University in Wales, leading on employer engagement. She has previously worked at RSPB Cymru and is a development board member of The Nature Service, focused on supporting career pathways into the sector. She also worked at Business in the Community for over a decade where she led employability and education programmes working with businesses, schools and the third sector.
Becca lives in Cardiff where she runs a volunteer group dedicated to improving the local community and loves walking and camping. |
Roger Harding
Tax Director - Xeinadin
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"Keeping Tourism Businesses in the Family: Tax, Succession & Gifting Explained"
Roger Harding is a Tax Director at Xeinadin, based in Cardiff. After beginning his career with HMRC, he qualified with the ATT (Association of Tax Technicians) while working within Deloitte’s accountancy practice. He has extensive experience in personal and business taxation, property taxation, corporate tax structuring and compliance, and now specialises in advising farming, tourism and family businesses on tax-related matters.
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Dan Freeman
Director of Secret Planet
"Excalibur Is Coming to Mid Wales, What It Means for Your Business and How to Get Involved"
A multi-award-winning writer, director and producer, Dan has built a career across film, theatre and broadcast. He is also a BBC scriptwriting tutor, published author and playwright, and was an early pioneer of audio movies and webcasts for the BBC. His work has been widely recognised, with Stephen Fry describing it as “exquisite” and Brian Blessed calling him “a ****ing genius”.
He is the director behind the film project connected to the Mid Wales Excalibur partnership. Working in collaboration with Mid Wales Tourism, the project is helping bring significant production attention to the region, highlighting Mid Wales as a place for filming, storytelling and future investment.
A multi-award-winning writer, director and producer, Dan has built a career across film, theatre and broadcast. He is also a BBC scriptwriting tutor, published author and playwright, and was an early pioneer of audio movies and webcasts for the BBC. His work has been widely recognised, with Stephen Fry describing it as “exquisite” and Brian Blessed calling him “a ****ing genius”.
He is the director behind the film project connected to the Mid Wales Excalibur partnership. Working in collaboration with Mid Wales Tourism, the project is helping bring significant production attention to the region, highlighting Mid Wales as a place for filming, storytelling and future investment.
Zoe Hawkins
Chief Executive Mid Wales Tourism | MWT Cymru
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"From One Generation to the Next: 35 Years of Mid Wales Tourism"Zoe Hawkins is Chief Executive of MWT Cymru (Mid Wales Tourism), representing around 600 tourism and hospitality businesses across Powys, Ceredigion and Southern Snowdonia. After travelling and living abroad, Zoe returned to Mid Wales bringing a fresh perspective and a passion for supporting rural tourism and local communities.
As the daughter of former Chief Executive Val Hawkins, she had some big boots to fill - continuing a proud legacy while helping shape a modern, resilient and forward-looking tourism industry for Mid Wales. |
Ben Ewart-Dean
Neurodivergent Wales
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"Inclusive Tourism in Wales: Welcoming Neurodivergent Visitors"
Ben is a filmmaker and researcher working across arts, education and health. Through his work with Neurodivergence Wales, he supports more inclusive and accessible experiences for neurodivergent people. This short session will introduce the concepts of neurodiversity and neurodivergence in a clear and accessible way for tourism professionals.
It will share a handful of simple, practical ideas to help create more neuro-inclusive and neuro-affirming environments, alongside signposting useful resources on the Neurodivergence Wales website to support ongoing learning and improvement. The session aims to build awareness, providing a practical starting point for creating more inclusive visitor experiences. |
Claire Owen
Mid Wales Tourism | MWT Cymru
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Who is Harri? An Introduction to MWT’s Custom-Built AI ToolClaire Owen is Membership Manager at Mid Wales Tourism and a Chartered Marketer, with more than 20 years’ experience supporting tourism businesses across Shropshire and Mid Wales, including the last 10 years at Mid Wales Tourism. Coming from a farming and rural business background, Claire understands the realities and challenges facing independent businesses in rural areas.
Claire will be introducing ‘Harri’, Mid Wales Tourism’s custom-built AI tool, alongside an update on MWT’s rollout of practical AI workshops designed to help tourism and hospitality businesses across Wales use AI with confidence. |
Daniel Burgess
Head of Economy and Climate, Powys County Council
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"3 Major Events Are Coming to Mid Wales in 2027, Is Your Business Ready?"Daniel Burgess is Head of Economy & Climate, based in Llandrindod Wells. Daniel leads work at the intersection of economic development, climate action and place‑based growth, with a strong focus on sustainable tourism and rural economies.
Daniel works closely with partners across the public, private and third sectors to support investment, innovation and collaboration, helping places realise their economic potential while protecting and enhancing natural and cultural assets. This includes work on regional partnerships, destination development and showcasing the role of tourism in supporting resilient local communities. |
