William Burton

William was appointed as a BTA Board member in October 2023.

He has spent more than 25 years in the travel and tourism sector, starting at British Airways Group, where he became Head of Strategic Analysis. He worked for Thomson Travel Group (now TUI) where he was Director of Sales, eCommerce and Distribution and Thistle Hotels Group (now GLH Hotels) as Global Sales and Marketing Director. He went on to senior commercial executive roles at Kuoni UK and Bourne Leisure Group, and government COO roles at the British Library and the Rural Payments Agency, before becoming Chief Executive of Page & Moy Travel Group, the UK’s largest outbound group tours operator. He has subsequently been Chief Executive of both the Construction Industries Training Board (CITB) and Cambridge University’s OCR Exam Board, before founding online travel company, Awesome Experiences.

In addition to his role on the BTA Board at VisitBritain and Chairing the ARC committee, he is also a Director of the Chartered Institute of Marketing and sits on its ARC committee. Previously he has also sat on the Councils of ABTA, Federation of Tour Operators; and London & Partners and on the Senate of the University of London.