PATRICIA YATES

CEO, VisitBritain/VisitEngland

Patricia has been with VisitBritain/VisitEngland since 2005, becoming Strategy and Communications Director in 2007 and then Deputy CEO. She is now CEO of VisitBritain/VisitEngland, responsible for promoting Britain internationally as part of the GREAT campaign, driving back visitor value and advising government on tourism policy.

She chairs Tier – the Tourism Industry emergency response Group which has met regularly during Covid-19 giving industry access to government departments and is leading the sustainability working group for the Tourism Industry Council.