Patricia Yates
Observer, Tourism Alliance, VisitBritain/VisitEngland
Chair, Tourism Industry Emergency Response group
Rachel Adams / The Times / News Licensing
About the Chief Executive's office
About the Chief Executive’s office
Patricia became CEO of VisitBritain/VisitEngland in 2022, having been Director of Strategy & Communications since 2005.
Patricia is responsible for the day-to-day running of VisitBritain/VisitEngland and its global network of offices. She is focused on building partnerships to grow the value of tourism across Britain and supporting and developing tourism businesses She works to ensure that overseas tourism is high on the political and economic agenda, and oversees the Media and Tourism Affairs teams. Patricia is also the Accounting Officer for the organisation.
Patricia’s biography
Starting her career as a journalist working on research and technical publications, Patricia moved to edit Holiday Which? where she led on all of its research, campaigning and public affairs work in tourism, travel and transport. She launched and edited the Which? Guide to Hotels for many years.
Patricia is the Chair of the Tourism Industry Emergency Response group (TIER) which coordinates the tourism industry, developing plans and responses during specific crises. She is an observer on the board of the Tourism Alliance for VisitBritain/VisitEngland.
