Helen Peters

Tourism Development Strategist

After 8 years as Chief Executive of Shakespeare’s England in May 2023, Helen joined Monkey Business as a consultant specialising in Strategic Tourism Development.

She has 35 years’ experience in Travel & Tourism in both Inbound and Outbound markets, working with the Travel Trade, driving destination footfall from Domestic and International Markets.

During her time as Chief Executive at Shakespeare’s England, she was on the Board of Coventry & Warwickshire Local Enterprise Partnership, the UK Inbound Board, and West Midland’s Regional Tourism Board working with Ministers, national, regional, and local government and from SMEs to international businesses. In addition, she was a key member of Moreton Morrell College’s Advisory Board and was co-opted as an observer on the Stratforward upon Avon BID Board.

She began her career with Horizon Holidays in Birmingham. She went on to work for key outbound travel companies including Intasun Group, Neilson Leisure Group, Thomas Cook, Crystal Cruises and Silversea Cruises in various roles from Customer Services Manager, Commercial Manager and National Sales Manager. She draws on this comprehensive knowledge and network within travel with experience in Sales, Marketing, Networking, and relationship building between the public and private sectors.

In 2008, Helen joined Value Retail Ltd as Tourism Director for Bicester Village in Oxfordshire, promoting Bicester Village as The Designer Outlet centre in the UK, and Kildare Village in Ireland, working closely with key source markets in the Middle East, India, SE Asia, and China.

Helen spent her school days in Birmingham, before acquiring a BA (Hons) in English & American Literature from Manchester University. She is a proud born and bred Brummy, but now lives in Worcestershire with her husband, John, and their dog Spartacus.