James Aitken is the Group CEO and founder of the Cashel Travel Group, which includes Cashel Representation, Cashel Travel and Great British Trips. With more than 40 years in MICE, luxury tourism and experiential group events, he is one of the most established figures in the UK and Irish inbound travel industry.

James established Cashel Representation in 2019 to give overseas Destination Management Companies a trusted, long-standing route into the UK event-agency market. The company is built on more than two decades of relationships across UK event and corporate buyers, developed since he acquired Cashel Travel in 2001, and today represents a curated portfolio of DMCs to the UK’s leading event and incentive agencies.

Alongside Cashel Representation, James serves as Group CEO of Great British Trips, Managing Director of Broadstone Network and Advisory Board Member at TripCreator. He is also a Director of Alainn Tours, and previously served as Chairman of UKinbound, championing the UK’s inbound tourism industry at national level.