Wendy Wu – Founder & CEO, Wendy Wu Tours

Wendy Wu is one of the true pioneers of the touring industry – an unstoppable entrepreneur, passionate advocate for travel agents and the driving force behind Wendy Wu Tours, one of the UK’s most successful privately owned travel companies.

From personally leading her first group of just 28 travellers to China, Wendy has built one of travel’s great entrepreneurial success stories – a multi award-winning global tour operator that has transformed the way people experience Asia and beyond.

Fearless, innovative and endlessly passionate about travel, Wendy has spent almost three decades breaking down barriers, opening up extraordinary destinations and championing the unique power of escorted touring. Today, she remains firmly at the helm, constantly exploring, innovating and shaping what comes next.

Celebrated as one of the most influential women in travel across the UK, Australia and New Zealand, Wendy is a regular keynote speaker at major business and travel events around the world. Her trailblazing contribution to the industry has earned her a place alongside Sir Richard Branson in the prestigious British Travel Industry Hall of Fame, while in 2025 she was nominated as Female Trailblazer of the Year in the Business Leader Growth 500.

At ATAS, agents will get a rare opportunity to hear Wendy’s remarkable story first-hand – the highs, the challenges and the lessons from building a global travel business – alongside her take on the future of touring, changing customer expectations, the destinations to watch and, crucially, where she sees the biggest opportunities ahead for travel agents