Bill Richards

Senior partner

Bill has more than 30 years experience in all sectors of the UK and international, travel and tourism industries. He has held several senior management posts with the British Tourist Authority (BTA), at various times being responsible for the development of new overseas markets and matching product development, and the promotion of U.K. business travel products for overseas markets

Bill has taken an active interest in the structured development of tourism, which he sees as the ultimate result of co-operation and adherence to coherent and long-sighted strategy. His commitment to this vision is marked by his formation of a number of marketing and export consortia and trade associations in the conference, private hotel and management training sectors.

He was until recently Secretary General of the European Travel & Tourism Action Group (ETAG), which represents the major European and international tourism and transportation organisations. He is on the Advisory Board of the World Travel Market and he has been a PHARE project member identifying investors in tourism projects in Eastern Europe.

He is the author of internationally distributed text-book "How To Market Tourist Attractions, Festivals and Special Events", a contributing author to "An introduction to Tourism", and the biennial publication "International Theme Park Markets". He has recently published overviews and analyses of the International Exhibition & Conference markets, Global Travel Trade Market Places, and a History of Travel & Tourism in the UK.

Dr Greg Richards


Greg has worked in tourism development and marketing consultancy for the last twenty five years. A researcher in Tourism Studies, he has conducted research into many aspects of the production, consumption and marketing of tourism, culture and events.

Greg has supervised and co-ordinated many projects for the European Commission, including a trans-national study of cultural tourism; an assessment of the European Cultural Capital Programme; a study on sustainable tourism in Europe; a project to transfer tourism skills to the countries of Eastern and Central Europe; the development of European Textile Heritage and cultural routes and the application of information technology in small businesses. He has written books on Cultural Tourism in Europe, Cultural tourism attractions, Global cultural tourism, Sustainable Tourism Management, and Tourism education. He is an Executive Board member of ATLAS Europe.

He has recently worked extensively on the relationship between tourism, culture and creativity. He was a member of the Palmer/Rae team evaluating the impact of the European Cities of Culture for the European Commission, an adviser on the development of national cultural tourism policy in Austria, cultural tourism development in the North of England, and is writing books on the relationship between creativity, tourism and development and the growth of 'eventful cities'. His recent projects include work on the Hieronymus Bosch 500 celebrations for the Dutch city of Den Bosch and a reports on tourism and the creative economy for the OECD.

Patrick Bartos


Patrick Bartos is a renowned international expert, consultant and academic lecturer in Destination Development, Brand Strategy, Cultural Economics and Arts Management with major experience in Cultural Planning and Cultural Tourism. Patrick holds a PhD in economics and has worked at the Institute of Contemporary Art in London and at the Solomon R. Guggenheim Museum in New York. He also worked at AEA Consulting, a company specializing in strategy consulting for governments and arts institutions and served as assistant to the Director of the V&A Theatre Museum in London, and project manager of the redevelopment of the London Transport Museum and as executive assistant to the Director at the MAK - Museum of Applied Arts and Contemporary Art in Vienna.

With Invent Consulting in Vienna, he was responsible for the project "Culture Tour Austria", a new international cultural tourism strategy for Austria and set up a new marketing company "Creative Austria". Patrick also assumed a key role in developing the brand concept and marketing plan for the cultural mega-event RUHR.2010 - European Capital of Culture in Germany.

In 2007 he was Visiting Assistant Professor at Shenandoah University in Virginia, USA where he lectured marketing for the arts, brand strategy and Cultural Tourism. He is fluent in German and English, an advanced level in French and Portuguese and a good level in Spanish and Italian.

Jeremy Sale


An Oxford graduate with a sound background in commerce and industry, Jeremy was the Chief Executive of the Scottish Exhibition and Conference Centre, and was the operations manager of the International Garden Festival, Liverpool and consultant to the National Garden Festival in Glasgow. He has organised and promoted conferences, exhibitions, trade fairs, music festivals and arts festivals in the U.K., Europe, the Middle East and South East Asia.

He organised one of the first European Heritage Restoration conferences in Portugal and developed a series of conferences and exhibitions on UK Cities and Urban Development, which have been translated into a similar series for the Asian market, now in its third year.

He co-ordinates the activities of TRAM associate company Fine Events Ltd., which organises and promotes conferences in the UK, Europe the Middle East, and South East Asia concerned with National and Local Government affairs in public sector governance, the building and construction industries and international tourism subjects. The co-ordinator and presenter of a series of conferences for the DTI and the Local Government Task Force in developing the Governments Rethinking Construction programme