Patricia Yates

Position:   CEO, VisitBritain/VisitEngland
Categories: VAC 2022 Speaker

Patricia joined VisitBritain/VisitEngland in 2005 and prior to becoming CEO in 2022 was Director of the Strategy & Communications division. Patricia is responsible for the day-to-day running of VisitBritain/VisitEngland, in London and overseas, developing and leading strategies for the marketing of Britain internationally and working in close partnership with all stakeholders.  Alongside the Chairman, she works to ensure that overseas tourism is high on the political and economic agenda.   Patricia is also the Chair of TIER – the Tourism Industry Emergency Response group – which coordinates the tourism industry messaging at times of crisis.  Patricia started her career as a journalist working on research and technical publications.  She followed this with a long period editing Holiday Which? where she scoped the strategy for and led on all Which?’s research, campaigning and public affairs work in tourism, travel and transport. She also launched and edited the Which? Guide to Hotels for many years.

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