Tricia Warwick

Director APMEA, China and North East Asia

Tricia leads our Asia Pacific, Middle East and Africa (APMEA) region as well as China and North East Asia.

About our Asia Pacific, Mid East & Africa (APMEA) Directorate:

Our priorities for APMEA:

  • Leverage partnerships (especially carriers) to open up distribution & promotion opportunities across diverse Asian markets
  • Build compelling content targeting core drivers for travel through traditional & digital channels
  • Address barriers to travel

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.

About our China and North East Asia Directorate:

Our priorities in China and North East Asia:

  • Generate a more strategic approach to digital and social activity, building aspiration and driving consumers to conversion through key local channels e.g. WeChat, Ctrip 
  • Address capacity issues during the peak season through route development and drive demand at low and shoulder seasons
  • Build and implement “I Travel for…”, working with key platforms and influencers
  • Develop more focused partnerships, building reach and route development
  • Ensure we have close PDP relationships supporting visa messaging

Tricia's biography

Tricia joined us as APMEA Director in August 2017.

Tricia has a strong track record in tourism/leisure sales and marketing at blue chip organisations such as British Airways, AEG Live, Utell International, and luxury hotel groups: Jumeirah Hotel Group, One & Only, Atlantis and Mazagan (Kerzner International).

Other Team Members

Portrait of Gavin Landry

Gavin Landry

Director Americas

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

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Robin Johnson

Director Europe

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

Patricia Yates

Deputy CEO