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Profile

Deirdre Wells

Chief Executive, UKinbound

Deirdre was appointed Chief Executive of UKinbound in March 2014 following 20 years in Government at the Department of Culture, Media and Sport, where she worked on a variety of high-profile projects including the 2012 London Olympic and Paralympic Games, Liverpool Capital of Culture 2008, and latterly as Head of Tourism. Deirdre was instrumental in the delivery of the GREAT campaign – an ambitious and far-reaching marketing campaigning aimed to help the world discover why Britain is such a great place to visit, study, work, invest, and do business.

Deirdre was also Head of Religious Events at the Millennium Dome, and led the team which organised the national memorial services for the UK victims of the 9/11 attacks, the Bali bombings, the Asian Tsunami and London 7/7.  She was awarded an OBE in 2007 for her work in this role.

A passionate advocate for inbound tourism, Deirdre is a member of the Tourism Industry Council, Deputy-Chair of the Tourism Alliance, and sits on the Board of the Tourism Society.