We are the national tourism agency, a non-departmental public body funded by the Department for Culture, Media & Sport (DCMS). We were established by the Development of Tourism Act 1969 and we undertake Britain-wide and England-specific activity respectively under the brands “VisitBritain” and “VisitEngland”. 

The BTA has a statutory duty:

1) To encourage people to visit Great Britain and people living in Great Britain to take their holidays there;and

2) To encourage the provision and improvement of tourist amenities and facilities in Great Britain. 

The BTA trades as both VisitBritain and VisitEngland, with each organisation having different responsibilities. It acts as the UK Government’s strategic adviser on tourism matters.

VisitEngland’s main activities are:

● Supporting the supply side to build digital skills and distribute their products in international markets with the Tourism Exchange Great Britain (TXGB business-to-business platform;● Providing advice and support to tourism businesses from guidance and tools on its Business Advice Hub, including on accessibility and sustainability, to the ‘Taking England to the World’ trade programme, supporting businesses to reach new customers and grow their revenue. It also provides support to businesses with customer insights and legal compliance;● Running awards schemes for tourism businesses;and

● Running quality assessment schemes for tourism businesses.

Fiona Pollard Chair

Patricia Yates Chief Executive

Why the Visit England Advisory Board is supporting Boardroom Apprentice

Tourism is a diverse sector: involving large hotels, restaurants and pubs, galleries and museums, parks and nature reserves alongside smaller scale attractions and B&Bs. It responds to demands from people from all walks of life, countries and cultures. To strengthen our work, we want as many different viewpoints as possible: including people unfamiliar with us but nevertheless actual or potential customers. We believe our Boards will be instructive for our Apprentices but equally valuable for ourselves. 

The VEAB has a well-developed People Strategy – https://www.visitbritain.org/our-people-strategy – supporting staff to develop their skills and maximise their wellbeing at work. It includes a Diversity and Inclusion Action Group coordinating staff-run diversity and inclusion networks represented by colleagues at all levels from across its global teams. 

The BTA is committed to eliminating discrimination and advancing equality of opportunity. The Apprentice programme represents a valuable opportunity for the VEAB to play its own role in supporting the delivery of our People Strategy and its action groups and networks. The VEAB would particularly encourage applicants from underrepresented groups, those based outside London and the South-East and applicants who have achieved success through non-traditional educational routes.

Location of Board and Committee Meetings

Location of Board and Committee meetings is currently to be confirmed – the majority are expected to be in London though.

Frequency and timing of board/committee meetings

There are 4 Board meetings each year plus 1 strategy day, where colleagues from the BTA Board also join. Board meetings are usually 4 hours in duration starting at 10 am. The Board has no sub committees, although members do sit on the Audit and Risk, and Remuneration and People committees of the BTA Board, who meet 4 and 3 times each year respectively. These meetings are shorter, usually of 2 – 3 hours in duration.

Date of Board Meetings (January 2024 – December 2024)

12 March, 4 June, 10 September, 15 October (Joint Strategy Day), 19 November

Committee of the Boards and meeting dates (January 2024 – December 2024)

As mentioned above, the VEAB has no sub committees, rather members sit on 2 committees of the BTA Board. The dates of these are:

Audit and Risk:

23 January

12 March

 4 June

19 November

Remuneration and People:

16 January

7 May

5 September