Dominic Wray is Chief Executive of Visit Isle of Wight, where he is driving a renewed focus on transparency, engagement and results for the Island’s tourism sector. Previously at the helm of Blackgang Chine, Dominic combines hands-on attraction experience with a clear understanding of the challenges facing tourism businesses today. He is passionate about making destination marketing work harder for industry—turning strategy into visible, measurable impact.

Talks by Dominic

• Getting the most out of your DMO, National Attractions Marketing Conference 2026 Online

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“Putting visitors at the heart of your story”

I lead ATS, pioneers in digital visitor experiences for the cultural and heritage sector.

Our team blends storytelling, technology and design to create audio and multimedia tours, digital platforms, films and consultancy that help visitors engage more deeply with some of the world’s most remarkable places.

Today our work supports over 13 million visitor experiences each year across leading attractions including St Paul’s Cathedral, Westminster Abbey, Buckingham Palace, Guinness Storehouse, Titanic Belfast and Bletchley Park.

I’m particularly proud of the reputation we’ve built in the sector. ATS holds a Royal Warrant, and we work with institutions that trust us to help them tell their stories to millions of visitors every year.

What motivates me most is building high-energy teams and long-term partnerships that help cultural organisations bring their stories to life through digital experiences.

Talks by Spencer

• The Space in Between, National Attractions Marketing Conference Online 2026

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I began working in the Visitor Attraction industry in 2007 writing and directing shows for organisations including London Zoo and the Science Museum. In 2012 I founded Boo Consultancy Ltd, a sister company to the event agency Boo Productions Ltd. Boo Consultancy is a training and staffing agency that applies theatrical techniques to the environments of Visitor Attractions. We predominantly place actors in FOH positions to increase membership sales and visitor donations or deliver workshops to improve the sales and storytelling skills of inhouse teams.

In 2021 we rebranded to Complete Works a nod to the greatest storyteller and our theatrical past and because our approach is holistic, redefining the 3 key elements of success: your visitors, your destination and your team.

We work with many leading organisations including the Royal Botanic Gardens Kew, Wembley Stadium, The Macallan Distillery and the National Gallery where we won a 2019 Institute of Promotional Marketing award for increasing visitor donations by more than 300% whilst also improving visitor satisfaction scores.

My parents are from Los Angeles, my wife is from Sydney and I was born in London. Thus, I’ve had various accents over the years and matched with the fact that I have an Indian forename and Irish surname, I’ve grown accustomed to people being generally intrigued, mildly amused and partially confused by me. Which is great for networking and tricky when changing energy supplier over the phone. Thankfully I do more networking than the latter. I have 3 hilarious children whom I enjoy making music, drawing cartoons and boxing with.

Talks by Bala

• The Space In Between, The National Attractions Marketing Conference 2026

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For almost 30 years, I have had the privilege of working in senior leadership roles at some of the UK’s most iconic cultural and heritage destinations; places that inspire, engage, and welcome millions of visitors each year. My strengths lie in strategic leadership, commercial growth, and building strong, lasting partnerships that ensure organisations remain vibrant, relevant, and financially resilient.

I am passionate about creating sustainable and welcoming visitor experiences that connect with diverse audiences. I have led transformational projects spanning major capital programmes, audience development, organisational change, and business model evolution. During my first weeks at St Paul’s Cathedral, I played a key role in developing and delivering the commercial strategy that helped guide us through the pandemic.

To strengthen my exec experience, I have mentored emerging heritage professionals, delivered seminars, contributed to panel discussions and podcasts, and provided consultancy to peer organisations. I am a returning judge for the National Churches Trust Tourism Awards.

Outside of work, I am Chair of the Board at the Charles Dickens Museum, a Board Member of ALVA (Association of Leading Visitor Attractions), and a Governor at my son’s school in London.

Talks by Sandra

• The space in between, The National Attractions Marketing Conference 2026 Online

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Simon Jones is Managing Director at Navigate and has spent more than 35 years helping visitor brands grow audiences, revenue, and market presence. Formerly with Merlin Entertainments and We The Curious, he now advises attractions, destinations, and hospitality brands on strategic marketing, commercial growth, and long-term visitor engagement.

Talks by Simon

• Navigating the New Visitor Landscape, National Attractions Marketing Conference 2026
• Seminar: Strategic Marketing for Visitor Attractions, National Attractions Marketing Conference 2024

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I’m the owner of Semantic, a digital agency focused on designing, developing and optimising awesome websites. For over 20 years, we’ve worked with some of the best-known attraction and leisure brands to solve their online challenges and get results.

Looking for help to grow your attraction online in 2021? Whether your site is broken, hard to update, expensive to run or you struggle to get your users to visit and buy, we can help. Leisure & tourism is having a tough ride this year, so we’re keen to help where we can – we can spread costs and all work is backed by our 100% satisfaction guarantee. We only invoice happy clients.

Drop me a message and we can book in a quick call, or we can help with a free audit of your current site and work out what opportunities you may be missing.

Talks by Neil

• Websites: Stop rebuilding start evolving, National Attractions Marketing Conference 2026
• Beyond the Funnel: From Vanishing Traffic to Owning your Audience, National Attractions Marketing Conference 2025
• Seminar: Strategic Marketing for Visitor Attractions, National Attractions Marketing Conference 2024

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I’m a marketing and audience development consultant, trainer, facilitator and author of the book Marketing Strategy for Museums. My experience and passion are about understanding, connecting with, attracting, and retaining audiences.

I create marketing and audience development strategies, undertake audience and non-user research and consultation, deliver training and facilitate workshops, specialising in cultural and heritage organisations.

My 23 years’ experience spans agency, in-house and consultancy roles for a range of organisations including Jane Austen’s House, London Museum, the Science Museum Group, The Exhibitions Group, Art Fund, Museums Galleries Scotland, the Arts Marketing Association, the Association of Independent Museums, the Museum of East Dorset and Norwich Historic Churches Trust.

I’m also a proud Trustee of Kids in Museums and a high school governor.

Talks by Christina

• Five key audience trends and what they mean for museum marketing, National Attractions Marketing Conference Online 2026

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Liz is the Managing Director for visitor attraction specialist, Agility Marketing and the lead behind their digital advertising and conversion optimisation strategies. She boasts over a decade of experience in delivering tangible results. With a relentless drive for results she has steered impressive returns for clients across the attraction industry.

Liz is excited about new technology and dedicated to staying ahead of the curve; leveraging emerging technologies to maximise digital performance. With a proven track record of driving footfall and revenue growth, Liz has unparalleled expertise, that ensures her clients stay out in front.

Sessions by Liz

• The Big Reveal. Are Your Digital Ads Underperforming? National Attractions Marketing Conference 2026 Online
• Digital Advertising and the benchmarks we learnt from 80 Attractions, National Attractions Marketing Conference 2025
• How AI is impacting your Digital Advertising, National Attractions Marketing Conference 2024

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✨ Expert in producing high-impact content, integrating IP, launching new experiences, and sparking consumer connection through compelling storytelling.

Talks by Danielle

• Halo versus Hero Content, National Attractions Marketing Conference Online 2026

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Founder of The School Trip – a new teacher hub that takes the faff out of planning school trips! We work with theatres, museums, galleries and attractions, all across the country, to help them share their educational offering, workshops and resources.

Talks by Tom

• Increase your Direct Teacher Engagement, National Attractions Marketing Conference 2026 Online

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