The King’s Seeing is Believing Programme

Kindly supported by Salesforce and Linklaters, this unique programme of visits brings together CEOs and senior business leaders in small groups to connect with communities and support growth across the UK.

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The King’s Seeing is Believing Leadership Council

Leading with purpose and inspiring change

Now in its fourth decade, the purpose of these peer-led visits into communities is for senior business leaders to better understand the challenges facing society and how they can drive long-lasting changes for people, places, and for business. Since it launched, The King’s Seeing is Believing programme has engaged more than 25,000 leaders in more than 1,500 communities across the UK, building programmes to foster sustainable change and improve lives.

the King’s Seeing Is Believing Programme

An immersive experience that transforms lives

30+

years of taking actions throughout the United Kingdom

25k+

leaders engaged and driving change programmes

1.5k+

visits to UK communities in need of support and investment

Join Business in the Community for one of The King’s Seeing is Believing visits

The CEOs and senior leaders who have joined us for a visit say that being involved in The King’s Seeing is Believing programme has been the single most effective way for them to be a catalyst for change. Register your interest to join us on an upcoming visit.

The King’s Seeing Is Believing

Annual Impact Report

The King’s Seeing is Believing programme Impact Report 2025 shares the stories that demonstrate the programme’s enduring strength: the ability to forge meaningful connections between business and community and catalyse action at both the individual and organisational level. Discover how The King’s Seeing is Believing programme connected business leaders to communities in 2025, driving change and positive impact in some of the United Kingdom’s most deprived communities.

Learn more and download the report

Our impact through the years

The impact of The King’s Seeing is Believing visits are felt beyond the day of the visit. Find out about our visits and their enduring impact over the past few years.

UK Business leaders on The King’s Seeing is Believing programme

“The King's Seeing is Believing programme is much more than just seeing and listening. Crucially, it is about the decisive action businesses can take to help address societal challenges. By working together, we can achieve great things.”
- Zahra Bahrololoumi, CEO and EVP, Salesforce UK & Ireland
“By enabling leaders to see first-hand the challenges communities face, together, we can contribute innovative ideas towards sustainable solutions and use our time, expertise and resources in a positive way. I am proud that the firm now stands squarely behind the programme, and I am committed to maintaining a leading role in wider partnerships.”
- Paul Lewis, Firmwide Managing Partner, Linklaters LLP
“The King’s Seeing is Believing visits offer a unique opportunity for business leaders to better understand how we can deliver action and bring about impactful change to those most at risk of being left behind in communities across the UK.
- Richard Iferenta, Partner and Vice-Chair, KPMG

Our recent and upcoming The King’s Seeing is Believing visits

Explore the map of all our visits since 2024. Our upcoming visits include:

2 October 2025 – Rhondda Cynon Taf, led by Julie-Ann Haines, Chief Executive Officer, Principality
10 October 2025 – Coventry, led by Zahra Bahrololoumi CBE, EVP and Chief Executive Officer at Salesforce UK&I
16 October 2025 – Rochdale. led by Louise Beardmore, Chief Executive Officer, United Utilities
22 October 2025 – Belfast
11 November 2025 – Burnley, led by Adolfo Hernandez, Chief Executive Officer, Capita

The King’s Seeing is Believing Leaders 2025

Visit leaders are the driving force and energy behind the success of these; true champions that inspire others to come on a visit, take action and positively impact millions of lives across the country.

Surinder Arora

Founder and Executive Chairman, Arora Group
Zahra Bahrololoumi CBE

EVP and Chief Executive Officer, Salesforce UK & Ireland
Adolfo Hernandez

Chief Executive Officer, Capita
Paul Lewis

Firmwide Managing Manager, Linklaters LLP
Jason Storah

Chief Executive Officer, UK&I Insurance, Aviva
John Bason

Chair, Primark
Louise Kingham CBE

Senior Vice President, Europe and Head of Country, UK bp plc
Julie-Ann Haines

Chief Executive Officer, Principality
Paul Drechsler CBE

Trustee, The Felix Project
Roisin Currie

Chief Executive Officer, Greggs

The KInG’S SEEING IS BELIEVING

Programme History and Legacy

The Seeing is Believing programme began in 1990, just as the UK was facing a recession. The then Prince of Wales saw the power of collective business action in supporting left-behind communities. However, as BITC’s Royal Founding Patron knew very early on, the only way for business leaders to fully understand the issues that were happening outside their boardrooms was to go and see them for themselves.

Under his guidance, his first SIB visit took place in Halifax in January 1990, where business leaders witnessed first-hand the challenges faced by their communities. The programme has always been much more than just bringing business leaders to understand societal and economic challenges; it demands immediate and long-term business action to address what they have seen. It is the action following a visit, under the leadership of His Majesty The King, that has made this programme such a powerful intervention.

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