Patricia Yates has been confirmed as permanent chief executive of VisitBritain/VisitEngland after a competitive external recruitment process.
Previously director of strategy and communications at VisitBritain, she was also chair of the Tourism Industry Emergency Response Group and deputy chief executive.
Yates took on the role on an interim basis in April after former incumbent Sally Balcombe stood down.
BTA board chair Dame Judith Macgregor said: “Patricia has been an excellent interim CEO. The BTA board and I are confident that under her proven leadership and experience the organisation will make great strides, continuing to advise government and support the industry through recovery and beyond.
“These are challenging times for the sector as we seek to build back the visitor economy amidst strong post pandemic economic and supply pressures.
“I look forward to working with Patricia to deliver the Tourism Recovery Plan and a key digital transformation programme at VisitBritain/VisitEngland to improve our services to our stakeholders and meet the ever growing expectations of our consumer customers and business partners.
Yates said: “I am honoured to be appointed permanent CEO and will be continuing our focus on building back visitor spend as quickly as possible, supporting the industry and driving the visitor recovery, playing our part to deliver the ambitions of the UK government’s Tourism Recovery Plan.
“I look forward to continuing to working with all our stakeholders with a strong focus on external engagement, rebuilding our industry to ensure it is one of the most successful and productive sectors of the economy and to making the strongest possible case for one of the UK’s greatest sectors.”