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 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.