Shaping UK’s Experience Economy
Experience UK is the UK’s leading trade body championing the businesses, organisations, and talent shaping the global experience economy. Established in 2009, we exist to promote British expertise at home and internationally, helping members grow through opportunity, visibility, influence, and connection. In 2020, Experience UK merged with ALES UK, bringing together an even broader network of operators, suppliers, creators, and industry specialists under one unified organisation.
Today, we represent a dynamic ecosystem spanning the full experience economy – from experience creators, attraction operators, museums, and cultural venues to developers, landlords, cities, investors, and future talent. Our members are behind some of the world’s most exciting and innovative destinations, attractions, exhibitions, immersive experiences, retail concepts, live events, and place-led developments.
As a not-for-profit trade association, our role is to champion UK excellence, unlock commercial opportunities, and strengthen the long-term future of the sector. We proudly represent a cross-section of British creativity, innovation, and operational expertise – including designers, architects, producers, engineers, technology specialists, consultants, operators, developers, and strategic partners.
Vision & Values
Our vision is to position the UK as a global leader in the experience economy by championing the businesses, organisations, and talent creating world-class attractions, destinations, and experiences.
We are guided by values of collaboration, innovation, excellence, growth, integrity, and inclusion — bringing people together, supporting new ideas, promoting high standards, helping members succeed, and creating opportunities across the sector.
Mission
We believe the UK is home to some of the world’s most innovative and respected experience businesses. Our mission is to ensure that excellence is recognised globally, while giving members the tools, network, and voice to succeed.
We exist to:
- Support innovation, skills, and future growth across the industry
- Raise the profile of the UK experience economy
- Help members win work, grow internationally, and build partnerships
- Connect creators, operators, place shapers, and talent across one ecosystem
- Advocate for the sector with government, investors, and decision-makers
Working closely with government
A defining strength of Experience UK is that our principal stakeholder is the UK Government’s Department for Business and Trade. We work closely with DBT to support UK business growth, international trade, inward investment, and the global promotion of the UK experience economy.
Through this close relationship, we help connect members with export opportunities, trade missions, global buyers, overseas markets, and key policy conversations that shape the future of the sector.
What we deliver
Experience UK membership provides year-round access to practical support, strategic connections, and commercial opportunity designed to help members grow and compete in a fast-evolving global market.
We connect members with clients, operators, developers, investors, and international partners through curated introductions, networking events, trade shows, and trade missions. Members benefit from market intelligence, research, tender opportunities, and insight into emerging trends, new markets, and sector innovation. We also help raise member visibility through online profiles, PR opportunities, publications, and the annual Experience UK Guide. Alongside this, we actively represent our members with government and key stakeholders, ensuring the experience economy has a stronger voice, greater recognition, and a clear role within the UK’s future growth strategy.