Suffolk and Norfolk's annual Tourism Business Conference, to be held at the John Innes Centre, Norwich, this Wednesday (October 1), will discuss ways to grow and improve East Anglia's largest sector and biggest employer.

The day-long event – organised by the Suffolk and Norfolk Local Visitor Economy Partnership (LVEP) - has a host of workshops and presenters to help develop a year-round visitor economy that aims to spread demand seasonally and geographically and change the narrative that the industry is 'seasonal, low skilled and low paid'.

Speakers include:
- Ross Calladine is Head of Business Support at VisitEngland and also a Government Disability and Access Ambassador, having amassed more than 13 years of experience on the subject. Ross also led the development of England's first Accessible Tourism Action Plan.
- Sarah Duncan is an Ethical and Sustainable Business Advisor, and author of the VisitBritain Regenerative Tourism Guide. Sarah will be the lead panellist on a roundtable about how tourism can – and should – have a positive impact, leaving a place better than it was before.
- Sergi Jarques is owner and director at market research agency Destination Research, and has extensive experience in providing effective market research, economic impact evaluations and insights, using multiple data collection channels and methodologies. Sergi will provide compelling insights into business and destination development.
- Pete Waters, Executive Director of Visit East of England, which operates the Suffolk and Norfolk LVEP, will talk about the projects within the new Destination Management Plan that are looking to bolster the sector.
- Mary Harris of Bird Global Consultancy will outline the development of Suffolk and Norfolk's placemaking brand 'Naturally', a project aimed at attracting new visitors to the area, and encouraging longer staying visits.
- Will Wright of Ipswich-based Destination Core will highlight how developing itineraries and trails within a Digital Content Management System can help visitors plan their trip.
- Jonathan Wincheser of Insight 6 is a leading expert on Customer Experience (CX), with more than 30 years transforming how tourism and hospitality businesses connect with their customers. Jonathan will help delegates better understand the key moments that shape a visitor's stay and why memorable experiences are the key to attracting and retaining visitors.

'The day will be an opportunity to discuss ways to help businesses attract more visitors, improve Customer Experience and increase their accessibility and sustainability offering,' said Pete Waters. 'At a strategic level we'll be showing how the LVEP is working with businesses and stakeholders to develop a framework that improves skills and creates more full-time jobs.'

NOTE TO EDITORS
The visitor economy in Suffolk and Norfolk was worth £5.9bn in 2024 and employed 120,000 people – an increase of 7% on 2023 and both new record highs. There were 82 million day trips in 2024 and 5 million staying trips with 19 million staying nights. The visitor economy accounts for 21% of all employment in Norfolk and 15% of all employment in Suffolk.

Media enquiries: For more information email press@visiteastofengland.com

About Visit East of England: The Local Visitor Economy Partnership (LVEP) for Suffolk and Norfolk. It supports the visitor economy of the region which is worth £5.5billion and employs more than 100,000 people. Visit East of England also operates the Visit Suffolk and Visit Norfolk consumer websites and social media channels.

www.visiteastofengland.com