22 December 2008

VisitEngland chairman named - UPDATED

Penelope, Viscountess Cobham is to be chairman of VisitEngland, the new national body for tourism in England.

Lady Cobham, deputy chairman of VisitBritain, will lead the new strategic body which will come into operation from April 1, 2009.

She chairs the British Casino Association as well as the Art Fund Prize for museums and galleries, and is a board member, trustee or consultant to a number of public bodies and private businesses.

Lady Cobham was appointed to the board of VisitBritain in 2003, and named as deputy chairman in 2005, from which she will stand down in order to take up the VisitEngland role.

VisitEngland has existed as an advisory board to the England marketing division within VisitBritain. Following consultation with the English tourism industry via the British Tourism Framework Review, the need for a separate and distinct body for tourism within England was identified.

The senior management team for the new body is now in place with Amanda Smith as head of marketing, Jenny McGee as head of strategy and engagement and Jeremy Brinkworth as head of industry services

VisitBritain chairman Christopher Rodrigues, said: "The appointment of Lady Cobham is the first step on the road to establishing VisitEngland as a stand-alone, strategic leadership body, which can begin to truly represent English Tourism’s public and private sector stakeholders.

"With this appointment VisitEngland can take its place alongside the other national bodies and begin working in greater partnership with the RDAs, local authorities and the private sector to drive economic growth and excellence in English tourism.

"I welcome Penny to her new position and VisitBritain’s directors and I look forward to working alongside her and the other national tourism bodies as we look to grow Britain’s visitor economy."

Lady Cobham said: "There is a unanimous view that in a devolved environment, England should have a stand alone strategic leadership body which truly represents the private and public stakeholders of English tourism to advance England's products and services for both overseas and domestic visitors.

"I am thrilled to have the opportunity to Chair VisitEngland and it is hoped that a chief executive will be announced soon."

Hugh Taylor, current chairman of the VisitEngland board, who will step down on March 31, said: "She will bring highly relevant, senior management and commercial experience to the vital task of determining and leading the delivery of a future strategy.

"Over the past six years the England executive has achieved real success marketing England and building relationships via the Partners for England forum.

"The launch of the new VisitEngland, building on this experience, marks the start of an exciting era for English tourism and brings with it a wealth of opportunities. I have no doubt that Lady Cobham’s vision and leadership will drive forward English tourism to a prosperous future."

by Phil Davies

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Your Comments (2)

Promote England to the British

I trust that this body will include work to promote England to the British just as strongly as to overseas markets.

By John Ward, Monday, December 22, 2008
Cut the 'spin'

VisitEngland might be a 'new' national body for tourism in England, but cut the 'spin' and what we've got is a return of what worked well; the 'English Tourist Board' and the 'British Tourist Authority', bodies with clear areas of responsibility and objectives. If politicians continue to listen more to the UK's tourism industry - rather than assuming they know best - things may improve still further.

By Graham Tayler, Monday, December 22, 2008