Julie Bell brings more than 30 years of hospitality and tourism experience to her role as Executive Director of Brecon Beacons Tourism. Her career spans the full breadth of the industry — from starting out as a dishwasher to managing a Michelin-starred restaurant and later running an award-winning Inn with Rooms. These roles shaped her belief in high standards, genuine welcome and the power of great teams, values she carries into her leadership today.

Julie now leads Brecon Beacons Tourism with a focus on strengthening the region’s visitor economy, supporting local businesses and championing sustainable, responsible tourism across Bannau Brycheiniog (Brecon Beacons) National Park. Her work includes driving strategic direction, building partnerships, advocating for members, and developing programmes that help businesses thrive.

An enthusiastic outdoors person, Julie is deeply connected to the landscapes and stories of the region. She spends her free time walking the mountains, exploring local geology, climbing, and studying the cultural heritage that makes the area so distinctive. She also sits on the National Park’s Dark Sky Board, supporting the protection of the Park’s internationally recognised night skies.

Julie is known for her practical, people-centred style of leadership — always focused on finding solutions, bringing organisations together and supporting a resilient, collaborative tourism community. Her blend of hospitality expertise, destination knowledge and passion for the outdoors makes her a strong advocate for the businesses and places that define the Brecon Beacons.

Her leadership style is rooted in collaboration, clarity and care. She is committed to bringing businesses together, sharing knowledge and finding practical solutions that help the sector thrive. As she often says, her goal is simple:
“Strong communities, strong businesses, and a destination we can all be proud of.”