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

Portrait of Gavin Landry

Gavin Landry

Director Americas

Portrait of Patricia Yates, lady with blond hair in dark suir

Patricia Yates

Deputy CEO

Corporate photo of Tricia Warwick

Tricia Warwick

Director APMEA, China and North East Asia

Portrait of Andrew Stokes

Andrew Stokes

England Director

Debra Lang, Woman with short blonde hair in red dress

Debra Lang

Professional Services Director

Portrait of Clare Mullin, blonde lady with glasses

Clare Mullin

Marketing Director

Portrait of VisitBritain/VisitEngland CEO Sally Balcombe

Sally Balcombe

Chief Executive