VisitBritain/VisitEngland has appointed Patricia Yates (pictured) as its new CEO after a competitive external recruitment process.
Previously director of strategy and communications at VisitBritain, Yates was also chair of the Tourism Industry Emergency Response Group and deputy CEO.
Since April, when Sally Balcombe stood down, Yates has been VisitBritain/VisitEngland’s interim CEO.
Commenting on the news, Dame Judith Macgregor, chair BTA, said: “The BTA Board and I are confident that under her proven leadership and experience the organisation will make great strides, continuing to advise government and support the industry through recovery and beyond.
“These are challenging times for the sector as we seek to build back the visitor economy amidst strong post pandemic economic and supply pressures. I look forward to working with Patricia to deliver the Tourism Recovery Plan and a key digital transformation programme at VisitBritain/VisitEngland to improve our services to our stakeholders and meet the ever growing expectations of our consumer customers and business partners.”
Yates added: “I look forward to continuing working with all our stakeholders with a strong focus on external engagement, rebuilding our industry to ensure it is one of the most successful and productive sectors of the economy and to making the strongest possible case for one of the UK’s greatest sectors.”