ORGANISATION CHART - Shropshire Tourism UK Ltd

Shropshire Tourism is a membership body and a not for profit company limited by guarantee. It was originally established in 1995 as a private public sector partnership specifically to market Shropshire as a visitor destination.

Company Objective: To promote tourism in Shropshire & the surrounding area.
To provide a representative voice for the tourism industry in Shropshire and the surrounding area.
Vision: To be the first choice provider of services to the tourism and leisure sectors
The Board of Directors
Elected Directors/Board Members     Appointed Board Members
Director - Judie McCoy (Shrewsbury)
Director - Jack Limond (Shropshire Hills Tourism)
Director - Adrian Brown (Telford)
Director - Kevin Dowd (Shrewsbury)
Director - Anna Brennand (Ironbridge)
Director - Beth Heath (Shropshire)
Director - Laura Penman (Shropshire)

Finance Director - Adrian Brown
Business Manager - Jodie Stephen
The Elected Directors are appointed annually via the membership at each AGM.
The Appointed Board Members are by virtue of their employment with the company.



Judie McCoy, Owner of Birches Bed & Breakfast.

Judie has been a resident of Shrewsbury for more than 40 years and is a joint owner, with her husband Richard, of a successful B&B in the town. She joined both Shropshire Tourism and Shrewsbury Tourist Association as a Director about 7 years ago and has a profound belief in the town as a serious visitor destination as well as being a wonderful place in which to live. Judie's background is in business. She worked as an officer for BT until setting up her own antiques business in the late 1970's before going on to become an Area Sales Manager in a global direct selling company where she still works today. Judie is the Company Secretary.


Adrian Brown, Owner of The Old Rectory of St James Guest House

Adrian is a director by appointment and currently runs a 4 Star Gold award winning Guest House in Stirchley, Telford which he refurbished, rebranded, reopening in January 2011. In 2015 they were awarded the VisitEngland ROSE award and the VisitEngland Bronze Award for Excellence, for providing overall quality for their guests.

Adrian's background is in electrical engineering by profession, working in Zambia for nine years and then in the UK gas industry (R&D) for nineteen years. Latterly he was a Service Manager designing and installing Combined Heat and Power (CHP) systems; projects of total value to approx £1m. He then started his own consultancy business as a sole Director, The Old Tavern Ltd, continuing mainly with CHP work for about eight years. Alongside the technical business, he and his wife started a B&B business from scratch in their family home in 2004, in the East Midlands. By 2009, they wanted to expand but the location did not lend itself easily for that, so they decided to move to Shropshire.

Adrian was a Member of Telford Tourism Partnership Board for Strategic planning for two years (recently disbanded) and is now part of the recently launched Telford Visitor Economic Forum.


Jack Limond, Owner of The White Horse Inn

Jack is a director by appointment and has been active in the area of tourism since he took over the White Horse Inn in 2001. In 2002 he became Chair of Clun Green Man Festival and has acted in the role ever since. In 2009 he joined the board of Bishop's Castle and Clun Tourism groups and in 2015 joined Shropshire Hills Tourism. His aim is to create a bond between these two organisations.


Kevin Dowd, Owner of Hambrook House B&B

Kevin and his wife Charlotte set up Hambrook House as a bed and breakfast in 2011 having moved from Buckinghamshire. They have had great success with Hambrook House and continue to provide an excellent service to visiting members of the public.
Kevin is also a Chartered Surveyor, having been elected in 1990 and brings a wealth of knowledge to the commercial aspects of tourism, such as retail, catering, office and retail valuation and retailing trends. His practice is in London’s West End.
He was elected as a District Councillor (Little Chalfont Ward) for Chiltern District Council in Buckinghamshire from 2003 to 2007. He was elected by members to Vice Chairman of the Council and was a senior member of the Planning Committee, as well as Chairman of Housing and Planning.


Beth Heath, Director of Shropshire Festivals

Beth has 20 years experience of running festivals in the county, including Shrewsbury, Ludlow and Telford. She has helped implement many new ideas to help businesses locally. Beth is also a member/director of Shrewsbury Tourism Association, so is actively involved with trying to increase footfall to the county.


Laura Penman, Owner of Fishmore Hall Hotel

Laura has 21 years of experience working in hotels in the UK and New Zealand and has owned Fishmore Hall for the past 10 years. The properties she has been involved with have all been diverse in style, size and location but at the core the main effort has been to grow, develop, and work with local neighbours and businesses. Laura is also a member of the Shropshire County Hotels Group; a group of independently run hotels who join forces to market the hotels and the County itself..


Anna Brennand , Chief Executive of Ironbridge Gorge Museums Trust (IGMT)

Anna is the CEO of IGMT, one of Shropshire’s largest tourism businesses attracting over 500,000 visitors per year. Anna is also the Chair of the Visitor Economy Forum for Telford and has wider regional connections through the Heart of England Attractions Group.


The Board of Shropshire Tourism has a minimum of 6 elected Directors who are elected annually by the membership at the AGM. All Directors must be members of the company. In addition to their legal directorial responsibilities to the company the Directors should bring key qualities and specialisms to the board and some Directors will have specific roles and responsibilities. These are detailed below:

TITLE: ADDITIONAL DIRECTORS - Membership, Communications, Marketing, Business Skills

Key Purpose:  To supplement and provide further support to the board and senior employees of the company.
Qualities:   Awareness of membership issues, business awareness, creative flair, dynamism and drive, entrepreneurial skills, financial acumen, customer focus, IT skills – it is desirable that these directors possess some/many of these valuable qualities.
Specialist Skills: Previous business, commercial or marketing experience.