VisitBritain and VisitEngland have announced the appointment of Kerrin MacPhie – the former Director of Conference and Exhibition Sales at ACC Liverpool – as the organisations’ Head of Business Events.

MacPhie, who will take up her role in early November, brings a ‘wealth of senior level international business tourism experience within the convention bureau, association, hotel and convention centre sectors,’ said the organisations in a statement.

In her new role she will focus on developing the national strategy to win more international events across the UK and reinforce partnerships across Government and industry, whilst continuing to build Britain’s international brand for business events.

VisitBritain Europe Director Robin Johnson said: “I am delighted to welcome Kerrin as Head of Business Events.  As a leading industry figure, she brings a practical understanding as well as a proven track-record of winning business event bids.  Together with the team, she will continue to build the sector and help secure major international business events across the UK.”

Kerrin MacPhie said: “I have always been passionate about attracting business events to my destination and to have the opportunity to do this on a national scale is an exciting challenge that I am very much looking forward to.

“This is a truly exciting opportunity to help make Britain the number one destination for Business Events internationally and to showcase the country’s unparalleled sector offering. I am very much looking forward to joining the team and building on the success to date.”

Kerrin leaves her role as Director of Conference and Exhibition Sales after 11 years with ACC Liverpool where she has played a key role in driving business growth for the venue and the Liverpool City Region, in addition to developing the successful Ambassador Programme, ‘Club Liverpool’.

VisitBritain research shows that were 771,000 inbound visits to the UK to attend a conference or exhibition in 2016, spending a combined £731 million.