Jonathan Robson has worked for DIT (formerly UKTI) as Sector Specialist : Experience Economy since 2013, advising UK companies on export opportunities in museums, theme parks, public art and installations, aquariums, zoos and other visitor attractions. He regularly attends industry conferences and trade shows to keep up to date with industry players, technologies and trends. Prior to this he spent 20 years working as a projects manager, production manager and business manager within the experience economy. Projects he has worked on include interactive exhibits for science museums, urban design, Beijing Aquarium Rainforest Experience, new build theatres, Ocean Park Inca Adventure, brand launches, events, theatre and ballet performance. He has also developed iPhone apps and VR games. Much of his career has been spent in China and he has lived in Beijing, Shanghai and Hong Kong and travelled widely in mainland China since his first visit to the country in 1989.