In celebration of International Women’s Day on 8 March, we are delighted to spotlight some of the inspiring women in our membership to learn about their journeys and experiences, champion their achievements, and discuss whether inbound tourism is a welcoming industry for women and how it can better support women in the workplace.
Deirdre Wells OBE is the CEO of Go To Places, leading Visit Kent and Visit Herts. Previously, she was CEO of UKinbound and worked in government for over 20 years, notably on projects including the Millennium Dome and London Olympics, and served as the Head of Tourism. In 2007, Deirdre was awarded an OBE for her work in leading the team behind the national memorial services for the UK victims of global tragedies.
What inspired you to enter the tourism industry?
Having worked in the Department for Media, Culture and Sport (DCMS) in various roles, I was delighted to be appointed Head of Tourism. This position gave me the opportunity to combine my experience in delivering culture, major events, and travel with my love of travel. In the 15 years I have been working in tourism, no day has been the same. The sector is fun and its vibrancy is only matched by the energy and passion of the people who work in it.
Is there a particular female role model that influenced your career?
I have been hugely fortunate to have a series of supportive managers who encouraged me along the way. But a particular shout out to Clare Pillman, who was my director at DCMS during my time working on the Millennium Dome and the Memorial Services for 9/11, Tsunami, Bali, and 7/7. Oh, and when I grow up, I want to be Michelle Obama.
What has been the highlight of your career so far?
There have been so many: working on the tourism aspects of the 2012 Olympics was a highlight, as was working at the Millennium Dome. The work hard/play hard events we ran at UKinbound and winning Lonely Planet’s Destination of the Year in 2022 for Kent were hugely exciting. Having the opportunity to work with the brave, incredible families of the victims during my time leading the DCMS memorial team was humbling and truly inspiring.
What can the industry do better to support women’s development and leadership?
Encourage the quiet ones! Give people opportunities to speak whenever possible and embrace and promote flexible working opportunities.
What advice would you give young women starting their tourism careers?
Take opportunities. Get out and about and talk to businesses. Have fun!
Having established a strong career in the civil service before moving to tourism leadership, what advice can you give to those still carving their path?
Think about what you love. Our industry is broad, and the opportunities are endless – you can find a role that fits your skills and passions. Say yes to opportunities. Be brave. Find a good coach or a good mentor. Build your networks and try something new.
