Susan Tanner has been re-elected to the board of the Tourism Alliance, extending her mandate to represent UKEVENTS and the wider UK events sector for another three years. The appointment has been welcomed by both UKEVENTS and the National Outdoor Events Association (NOEA), reflecting the importance of consistent industry representation within national tourism policy discussions.
Tanner, who serves as chief executive of NOEA and is vice chair on the board of UKEVENTS, will continue to bring an events-focused perspective to the Tourism Alliance’s work. Her renewed term ensures continued input from the business events, outdoor events and live experiences community at a time when tourism and events policy is evolving in response to changing visitor behaviour and economic conditions.
Background and industry context
The Tourism Alliance is a representative body that brings together organisations from across the UK tourism ecosystem, including accommodation providers, attractions, destinations, transport operators and events. Its role is to coordinate industry views and engage with government on regulation, taxation, infrastructure and strategic priorities that affect the visitor economy.
Events – from business conferences and exhibitions to festivals and outdoor shows – form a critical component of that visitor economy. They drive overnight stays, business travel, hospitality spend and regional development. Industry umbrella group UKEVENTS works to ensure these contributions are recognised within broader tourism discussions, advocating for measures that support event organisers, venues and supply chain businesses.
Within this structure, Tanner’s involvement provides a direct link between the Tourism Alliance’s policy activity and the interests of both UKEVENTS’ membership and the outdoor events community represented by NOEA. Her re-election suggests continuity in how event sector priorities are communicated to tourism stakeholders and policymakers.
Key developments in the announcement
The confirmation of Tanner’s new three-year term means she will remain on the Tourism Alliance board as a formal representative for UKEVENTS. While specific board responsibilities have not been detailed, her existing roles in the events sector indicate a focus on ensuring that event-related issues are consistently present in Alliance discussions.
NOEA has long represented organisers and suppliers involved in outdoor events, from large-scale festivals and cultural celebrations to community gatherings. As its chief executive, Tanner brings insight into operational, licensing and safety considerations that are central to staging outdoor experiences. Combined with her vice chair position on the UKEVENTS board, she is positioned to feed in a broad mix of perspectives from business events, outdoor activities and live entertainment.
By retaining an established voice on the Tourism Alliance board, the events sector maintains a continuity of representation at a time when tourism bodies are reviewing resilience, sustainability and long-term growth strategies. For organisations planning conferences, exhibitions and destination-based meetings, the shape of future tourism policy – from transport connectivity to visitor services – will directly influence event feasibility and competitiveness.
Industry impact for tourism and events
While the announcement centres on a board appointment, it comes against a backdrop of ongoing debate about how best to support the UK’s visitor economy. Business events and leisure tourism are increasingly viewed as interlinked, with many destinations using conferences, exhibitions and major events as catalysts to attract visitors and investment.
Continued representation from an events specialist on the Tourism Alliance board can help ensure that regulatory and strategic frameworks take account of the specific needs of event organisers. These may include planning and permitting processes for outdoor sites, infrastructure suitable for large delegate movements, and support for hybrid and digitally enabled event formats that extend audience reach.
For tourism bodies, close engagement with event industry leaders also provides insight into seasonal demand patterns, international delegate travel, and the role of events in place-branding. At a time when many cities and regions are seeking to differentiate themselves in competitive global markets, policy alignment between tourism and events can be a determining factor in winning major conferences and large-scale festivals.
Why this matters for event professionals and technology providers
For event organisers, venues and technology suppliers, strong representation within tourism policymaking can translate into a more supportive operating environment. Decisions on transport links, accommodation capacity, digital infrastructure and public realm design directly affect how events are planned and experienced.
As the Tourism Alliance continues its engagement with government, having an advocate with a practical understanding of outdoor and business events may help highlight the importance of:
- Reliable connectivity and digital infrastructure to support hybrid and technology-rich events.
- Clear and workable regulation for temporary structures, outdoor sites and public spaces used for festivals and large-scale gatherings.
- Destination strategies that integrate conferences, exhibitions and cultural events into wider tourism marketing.
- Support for skills, training and workforce development in event operations and production.
Technology providers in particular may benefit from a policy environment that recognises the role of digital tools in extending event reach, improving visitor experience and generating data for destinations. As destinations invest in smart tourism and city-wide connectivity, event technology can act as a bridge between local infrastructure and the needs of organisers and attendees.
By maintaining a consistent events voice on the Tourism Alliance board, there is an opportunity for ongoing dialogue about how national tourism strategy can accommodate innovation in areas such as hybrid meeting formats, contactless services, attendee analytics and experience personalisation.
Conclusion
Susan Tanner’s re-election to the Tourism Alliance board for a further three-year term secures continued representation for UKEVENTS and the wider UK events community within a key tourism body. With responsibilities that span both business and outdoor events, her presence contributes an operational and strategic events lens to national tourism discussions.
For event professionals, destinations and technology partners, the announcement underlines the growing integration of events within broader tourism policy. As the sector navigates shifting market conditions and evolving attendee expectations, sustained engagement between tourism bodies and event industry leaders is likely to remain central to shaping a competitive, resilient visitor economy.