Sustainability Lead at VisitEngland, Rachel McCaffery, has 20 years experience working with tourism businesses, governments and international organisations on sustainable and regenerative tourism development and practical implementation.

An international expert on sustainable tourism, Rachel has played a key role in the creation of a number of industry tools in use worldwide, including the European Travel Commission’s Handbook on Sustainable Tourism Implementation for NTOs, the Travelife Certification for Accommodations and ABTA’s Global Guidance on Animal Welfare.

Ross Calladine is the Accessibility and Inclusion Lead for VisitEngland, developing and leading initiatives that help tourism businesses and destinations tap into the high value, growing accessible and inclusive tourism market.

As an authority on accessible tourism, Ross was appointed Disability and Access Ambassador for Tourism by the UK Government in January 2022. Ross regularly speaks at industry events, including UNWTO Conferences on Accessible Tourism, World Travel Market, ITB Berlin and Destinations for All World Summits.

Becky Frall is the Head of Tourism at West Midlands Growth Company (WMGC). She has over 20 years’ experience in the visitor economy sector, starting her career in economic development consultancy. She is passionate about curating the visitor experience and linking the many agents involved with this across the region. Becky has recently led the WM destinations to create a second Destination Development Partnership – the West Midlands DDP - and working closely with the LVEPs, VisitEngland and DCMS plans to demonstrate the value of direct government funding for the visitor economy.

Through a comprehensive delivery programme with our partners, we aim to generate sustainable growth of inbound and overnight stays in the business and leisure tourism sectors, to increase dwell-time and value to the West Midlands. We will introduce regenerative tourism principles to partners and suppliers and will support their adoption, and these will be woven through our own policy, procurement and practice.

 Becky is also a director of The Tourism Management Institute, the association for tourism & destination professionals, and sits on the West Midlands Tourism and Hospitality Advisory Board.

Jo joined Visit Peak District & Derbyshire in 2005 as an independent consultant specialising in securing external funding and writing strategy. Jo was made Managing Director in 2014, and since then has strengthened Visit Peak District & Derbyshire’s position within Derbyshire, building strong strategic partnerships and ensuring the sector is recognised as a key deliverer of economic growth, offering great jobs and careers for people living in the area. Her passion now is to help businesses flourish as we work towards a more sustainable tourism offer, maintaining the high value of the sector whilst limiting the impact it has on our special places.