In 2017, Ufi Ibrahim was appointed chair of the tourism advisory group, part of the All-Party Parliamentary Group for International Trade & Investment, which researches and informs debate on how to support British exporters and encourage foreign investment. The sector-specific groups act to increase industry engagement by bringing together senior representatives from a range of sub-sectors and disciplines in the tourism industry. Ibrahim is exceptionally well qualified for such a role; she has a vast amount of experience in the tourism industry and in governmental roles. One of these was a council member for four years, Ibrahim shaped the UK Tourism Industry Group, a government-led advisory board, and delivered ground-breaking campaigns. Ibrahim was COO of the World Travel & Tourism Council for eight years, where she oversaw the creation of the International Competitiveness Monitor for Travel and Tourism and led the industry’s first global commitment to cut carbon emissions by 50% by 2035. Following this, Ibrahim served for eight years as CEO of the British Hospitality Association, where she led the BHA’s merger with the Association of Licensed Multiple Retailers (ALMR) to form UKHospitality, thereby increasing the organisations’ commercial and political influence. In 2020, Ibrahim founded the Energy and Environment Alliance. She is also former chair of the Tourism Alliance and board member of the Events Industry Board.