About the Chief Executive's office
Sally Balcombe 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.
Sally joined the VisitBritain team as CEO in September 2014. Prior to that, from 2013, she was a member of the VisitBritain board, having held the position of Chief Marketing Officer for Travelport GDS from 2008-2011, where she was responsible for marketing, the product portfolio, strategy, pricing and global communications.
Sally has held a number of senior international roles in the travel industry - Commercial and Product Director at Opodo, the pan-European online travel agency set up by the major European airlines (2004-2006), Managing Director of the TUI-owned Specialist Sun Holiday Group, and Managing Director of British Airways Holidays, which operated in 75 markets worldwide.
Sally is also a Commissioner for English Heritage, a Governor of the Museum of London and sits as a Non-Executive Director of two online businesses.