Ufi is a strategic business leader with over 25 years experience in the hospitality, leisure, travel, and tourism industry. She is recognised for her success in cultivating mutually beneficial partnerships with businesses, associations, and governments, particularly as Chief Executive, British Hospitality Association and Chief Operations Officer, World Travel & Tourism Council. Ufi was instrumental in the creation of the Government-led UK Tourism Industry Council, the All Party Parliamentary Group for the Visitor Economy, and the establishment of the International Competitiveness Monitor for Travel & Tourism, which is now operated by the World Economic Forum and recognised as the global benchmark for policy makers and investors. Ufi has also authored many destination strategies for the development of tourism economies including Croatia, Botswana and the State of Santa Catarina in Brazil, advising on policy reform to secure greater levels of Foreign Direct Investment, Exports and Competitiveness in domestic and international markets.