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Patricia Yates

Chief Executive
Observer, Tourism Alliance, VisitBritain/VisitEngland
Chair, Tourism Industry Emergency Response group

Rachel Adams / The Times / News Licensing

VisitBritain/VisitEngland CEO Patricia Yates photographed outside the Visit England offices

About the Chief Executive's office

About the Chief Executive’s office

Patricia became CEO of VisitBritain/VisitEngland in 2022, having been Director of Strategy & Communications since 2005. 

Patricia is responsible for the day-to-day running of VisitBritain/VisitEngland and its global network of offices. She is focused on building partnerships to grow the value of tourism across Britain and supporting and developing tourism businesses She works to ensure that overseas tourism is high on the political and economic agenda, and oversees the Media and Tourism Affairs teams. Patricia is also the Accounting Officer for the organisation.

Patricia’s biography

Starting her career as a journalist working on research and technical publications, Patricia moved to edit Holiday Which? where she led on all of its research, campaigning and public affairs work in tourism, travel and transport. She launched and edited the Which? Guide to Hotels for many years.

Patricia is the Chair of the Tourism Industry Emergency Response group (TIER) which coordinates the tourism industry, developing plans and responses during specific crises. She is an observer on the board of the Tourism Alliance for VisitBritain/VisitEngland.