From City to Farm

Leading UK tourism boss is set to take the reins at Willows Activity Farm, based in Hertfordshire. After a term of freelance consultancy, Nicola Ratcliffe will become Chief Executive of Willows Activity farm, following Andrew Wolfe’s retirement.

Ratcliffe comes from an impressive background of managing many tourist attractions, such as the London Eye, the London Dungeons and Chessington World of Adventures.

In Nicola’s statement she said, “I’m really looking forward to joining the team and getting to know everyone who works hard to make Willows such a great day out for young families.

“With over 25 years in the industry, and a young family myself, I know what the key ingredients are to make leisure attractions a must-visit destination.  Willows Activity Farm and the PETER RABBIT™ Adventure Playground are already popular with families and I want to build on that success to take the business forward.”

While previous CEO Andrew Woolfe will remain a part of Willows, being on the board of directors, he will hand over operational management to Ratcliffe. He stated, “Nicola’s talent and industry experience are second to none and will be a huge asset to Willows. Nicola’s appointment is a real coup for Willows and we’re thrilled to have her on board to continue the success story we have built up over the last 15 years.”

Woolfe established Willows Activity Farm back in 2002 with the help of his wife, Anna, and co-shareholders. Expanding over the years to one of the UK’s acclaimed tourist attractions, winning several top tourism awards. With the world’s first PETER RABBIT^TM Adventure Playground.

For more information on the attraction, click HERE.