Join tourism leaders, policymakers, and innovators at this landmark event focused on the regeneration of coastal communities through sustainable tourism. Discover how tourism & short-term rentals (STRs) are playing a vital role in revitalizing local economies — from creating jobs and attracting investment to supporting small businesses. Learn from real-world success stories where tourism strategies have transformed coastal towns, and gain actionable insights into policy, innovation, and community collaboration. With exclusive access to market intelligence and the opportunity to connect with key decision-makers across the tourism and STR sectors, this event is a must-attend for those shaping the future of responsible, resilient coastal tourism.
Venue: Paradise Room, Pleasure Beach, Blackpool
Date: 23rd October 2025
Registration Opens: 9.30am
Event Starts: 10.00am
Networking 2 course lunch* from 1.00pm until 2.30pm
Welcome Address: Patricia Yates CEO, Visit England, Visit Britain and Chris Webb MP and APPG for Hospitality and Tourism
Confirmed speakers: Kate Shane MBE Managing Director, Blackpool Tourism Ltd and Chair, Blackpool Tourism BID, Andy Fenner, CEO, STAA, Carl Thomson, Public Policy Manager, Airbnb, Charlie Reith, Government Affairs,Expedia Group, UK, Ireland and the Nordics, Fiona MacConnacher, Head of Public Affairs, UK & Ireland, Booking.com and Sally Henry, Vice President of Business Development, EMEA, Key Data Dashboard
THE SCHEDULE
8.30am – Registration for private invite session
8.45 – 9.45am – Private Invite Only Round Table
Policy and Advocacy for the tourism sector in Lancashire.
Main Conference
9.30am – Registration & Coffee
10.00am – Welcome Address
Chris Webb MP, Blackpool South and Chair, APPG for Hospitality and Tourism & Andy Fenner, Chief Executive UK Short Term Accommodation Association (STAA)
10.10am – Keynote – Championing Lancashire’s tourism future
Chris Webb MP, Blackpool South and Chair, APPG for Hospitality and Tourism will set the scene for the sessions ahead by highlighting his commitment to strengthening Lancashire’s tourism sector, ensuring the region is well-represented at both national and local levels. He will outline why tourism is vital to Lancashire’s economy, culture, and communities, and emphasise the central role accommodation providers play in welcoming visitors, supporting jobs, and shaping the county’s reputation as a destination of choice for holiday-makers.
10.30am – Panel Session – Putting Lancashire and Blackpool on the map: the roles and opportunities for tourism and the accommodation sector in building a sustainable future
Patricia Yate, CEO Visit Britain/ Visit England will start this session with an overview of national tourism opportunities and what Visit Britain does to promote the region abroad / what Visit England does to promote the region domestically.
Kate Shane MBE Managing Director, Blackpool Tourism Ltd and Chair, Blackpool Tourism BID
Graham Donoghue Group Chief Executive Officer, Forge Holiday Group, Chair, STAA
11.00am – Keynote – Data-driven stays: unlocking guest trends and demand cycles in Lancashire’s holiday accommodation market
This keynote session will unpack the latest trends shaping the holiday accommodation sector across Blackpool and Lancashire, from shifting visitor booking patterns to seasonal demand peaks and emerging guest expectations. Delegates will gain fresh insights into how consumer behaviours are evolving, and what this means for pricing strategies, marketing activity, and operational planning. The session will highlight actionable data on occupancy drivers, length of stay trends performance, and how regional events influence stays. Attendees will leave with practical strategies to align their businesses with demand cycles, maximise revenue opportunities, and stay ahead in a competitive market.
Sally Henry – Vice President of Business Development, EMEA, Key Data Dashboard
11.30am – Panel Session – Solutions and suggestions – how to win and keep business in the hospitality sector in Lancashire.
How do SME owners drive more revenue, build a brand, deliver impactful promotions, learn about secondary spend, repeat bookings, collaborations & local partnerships.
12.00 noon – 1.00pm – Round Table Sessions
30 minute round table sessions for a deep dive on a key industry topic: each table is hosted by a topic expert (delegates can select two sessions to take part in)
Round table 1
Navigating Regulations and Licensing
What you need to know about planning permissions and land use regulations, how the core strategy policy impacts on occupancy; health, safety & fire regs; local licensing and registration; accreditation and quality assurance
Round table 2
Building Partnerships
How to build collaboration between the entertainment / leisure sector and hospitality – visitor expectations – opportunities for partnership – practical strategies for collaboration – ask any question
Round table 3
Promoting Lancashire
The chance to talk to the teams behind the promotion of the region – what has been successful, how are visitor numbers and profiles changing, what do they need form the accommodation and hospitality sector to drive better visitor numbers?
Round table 4
Advocacy for the sector
How does the APPG for Hospitality and Tourism work? What is it doing for coastal communities? How can accommodation owners / hosts / managers advocate and support the sector? What would they like to see represented across local, regional and national government?
Round table 5
Improving visitor welcome
What it means, how to become a rated property and the business advantage of doing so What accreditation is, new AA/VisitEngland framework (Visitor Ready, Quality Assessed, Star Rated), why it matters(guaranteeing safety, building consumer trust, gaining a competitive edge), the risks of not doing it and the impact on occupancy and earnings from becoming a rated property.
Round table 6
Building your brand
How to tell brand stories, engagement tactics, AI content creation tools, finding your USP.
Round table 7
UK STAA Ask me anything
What we do as an organisation to advocate for the STR sector in the UK, how we can support your business.
1.00pm – 2.30pm Networking Two-Course Lunch
“I’m delighted to be welcoming the Short Term Accommodation Association to Blackpool. In Blackpool we know a thing or two about hospitality and tourism. Like so many here, I’ve lived it, worked in it and seen firsthand how it doesn’t just shape a place – it shapes people’s lives and entire communities. Tourism here isn’t just about business, it’s about people, pride and connection.
I’ve worked hard over the last year to make sure our national tourism conversation looks beyond city breaks and gives coastal communities the attention they deserve. This event is proof that the message is landing – global travel platforms, Visit Britain, local business leaders and policymakers are now coming to Blackpool to talk about how we can regenerate coastal towns and create more opportunities for the people who live and work in them. This is a direct result of the relationships I have built as chair of the All Party Parliamentary Group for Tourism and Hospitality over the past year.
Blackpool has shown time and again that seaside destinations have the resilience, the creativity and the offer to thrive – but we can’t do it alone. By bringing the sector here, we’re not just showcasing what our town can offer, we’re starting the conversations that can shape the future for coastal tourism across the UK.”
Chris Webb MP and APPG for Hospitality and Tourism
Event Sponsors and Partners
