Graham MacVoy

Co-founder and CEO of Wake The Tiger, Graham MacVoy, has helped craft one of the world's most influential immersive attractions with a focus on purpose, storytelling, and art.

MacVoy has over two decades of experience in running businesses across the events, hospitality and leisure sectors, with extensive expertise in festival management.

Wake The Tiger was born out of the Boomtown festival, a pioneering immersive music event in Hampshire, UK.

“The wonderment of walking around the site is quite something. We call it a living theatre, a cross between a music festival, film set and theatre. And a theme park I suppose,” MacVoy told blooloop.

“That’s what we’ve been able to tap into with Wake The Tiger, with all these artists, scenics, carpenters and great minds we’ve pulled together to help us build this.”

As a permanent iteration of the annual event, Wake The Tiger’s extraordinary immersive environment has been hugely successful.

Since opening in Bristol in 2022, the attraction has welcomed more than 500,000 visitors from over 70 countries. In 2026, a second venue opened in London. The 80,000-square-foot flagship experience is Europe's largest immersive art attraction.

MacVoy’s projects are defined by their inspirational and purpose-driven nature. His work combines commercial success with creativity and environmental responsibility.

“At a time when immersive experiences are reshaping expectations across culture, attractions and retail, Graham MacVoy stands out as one of the sector's defining voices,” says one nominator.

“He is creating new business models, pioneering new formats and demonstrating how immersive storytelling can transform not only how we experience spaces, but why those spaces matter.”