Robin Johnson

Director Europe

Robin leads our Europe directorate. 

About our Europe directorate:

Our priorities for Europe: 

  • Growth in regional travel & dispersion from core near-European markets through new & repeat business
  • Partnerships with commercial intermediaries to build range of product distributed to the customer & drive conversion
  • Build awareness of reasons to ‘travel now’ & change perceptions through compelling & engaging content

Read our market snapshots to find out more about these important source markets for inbound tourism to Britain or find out more about our overseas network.

Robin's biography

Robin joined us in 2006 and has worked across a number of strategic roles both in the UK and internationally.

Most recently Robin was Interim Marketing Director leading the tourism strand of the UK Government’s global GREAT Britain campaign and Interim Director for Commercial, Trade & Overseas Network running our international network of 95 staff across 23 locations, our retail operations and our B2B activity around the world. Prior to that he was Head of Overseas Operations and Project Director China leading the development and implementation of Britain’s tourism strategy in the high profile and competitive China market. This included the award-winning ‘GREAT Names for GREAT Britain’ China marketing campaign, which won Gold at the Cannes Lions d’Or in 2015.

Robin has also held roles for us in São Paulo leading on strategy and activity across Latin America, and in London working on the development and implementation of our strategy to maximise the UK tourism opportunities of the London 2012 Olympic and Paralympic Games.


Other Team Members

Hazel Cunningham

Business Services Director

Carol Dray

Carol Dray

Commercial Director

Manuel Alvarez

Director of China and North East Asia

Sally Balcombe

Sally Balcombe

Chief Executive

Clare Mullin

Marketing Director

Patricia Yates

Director Strategy and Communications

Gavin Landry

Director Americas

Drew Stokes

Andrew Stokes

England Director

Tricia Warwick

Director Asia Pacific, Middle East and Africa (APMEA)