Patricia Yates

Chief Executive

Patricia joined VisitBritain/VisitEngland in 2005. Prior to becoming CEO in 2022 she was Director of our Strategy & Communications division. 

About the Chief Executive's office

Patricia Yates 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 our stakeholders.  Alongside the Chairman, she works to ensure that overseas tourism is high on the political and economic agenda. She also oversees our Media and Tourism Affairs teams.

Patricia's biography

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.

Patricia is the Chair of TIER – the Tourism Industry Emergency Response group - which coordinates the tourism industry messaging at times of crisis and a Fellow of the Tourism Society. She is an observer on the board of the Tourism Alliance for VisitBritain/VisitEngland.


Other Team Members

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Andrew Stokes OBE

England Director

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Serena Jacobs

Finance Director

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Robin Johnson

Global Marketing Director

Louise Bryce, Partnerships Director

Louise Bryce

Partnerships Director

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Gavin Landry

International Director

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Debra Lang

Professional Services Director