Robin Johnson

Global Marketing Director

Robin leads our Global Marketing Division, shaping our England and Britain marketing strategies and leading the delivery of our campaigns to ensure that we are meeting our objectives and those of our partners. In addition, he oversees content creation and distribution, digital and social media, PR and brand.

About the Global Marketing Division

Working as a key partner on the GREAT Britain campaign – both internationally and domestically – our work boosts Britain’s appeal as a tourism destination. This improves its ranking in the eyes of international travellers, increasing visitor spending in all parts of Britain. This is supported through our work with global brands such as the FA Premier League and filmmakers on brand partnership campaigns.

Digital is at the heart of our marketing, with a focus on content creation, curation and distribution for England and Britain. Our content is distributed through visitbritain.com,  visitengland.com and our dedicated social media channels for Britain and England to inspire visitors to travel to destinations and regions all over Britain and England. In addition to this, we also have a robust strategy to ensure that our content is relevant to the decision-making of potential visitors.

Supporting our overseas PR network, we provide central resources for international journalists, including an online media centre which includes regularly updated, copyright-free features and previews about new developments, attractions, events, anniversaries and accommodation and images throughout the UK.

Robin’s biography

Robin joined us in 2006 and has worked across a number of strategic roles both in the UK and internationally. He was appointed Global Marketing Director in January 2023 to lead and deliver innovative marketing campaigns, build our relationship with the UK Government’s GREAT campaign, and collaborate with industry.

Robin previously worked as Europe Director leading VisitBritain’s Europe strategy. And before that he worked in our International Division, first as Head of Overseas Operations and latterly as Interim Director for Commercial, Trade & Overseas Network, where Robin worked closely with the international network of 95 staff across 23 locations, and across our retail operations and B2B activity around the world. As Project Director China, he led 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.