September 4, 2014 by diplomatiepublica
Patricia Yates is Director of Strategy and Communications at VisitBritain, the national tourism agency. Her team is responsible for market research, forecasting and evaluation, communications with the industry and media and for working on tourism issues as a trusted advisor to the Government, particularly focusing on global competitiveness. Last year the team authored ‘Delivering a Golden Legacy’ a long term tourism strategy for Britain that sets an ambition for increasing tourism to 40 million international visitors spending £31.5 billion by 2020.
Patricia started her career as a journalist working on research and technical publications. She followed this with a long period editing Holiday Which? where she scoped the strategy for and led on all Which?’s research, campaigning and public affairs work in tourism, travel and transport, representing the consumer interest. She also launched and edited the Which? Guide to Hotels for many years. She then worked as a freelancer for publications including The Times and The Telegraph.
Patricia is the Chair of TIER – the tourism industry emergency response group – which coordinates the tourism industry messaging at times of crisis. She is an experienced media spokesperson and advocate for tourism – last summer giving oral evidence to the House of Lords Select Committee on the Olympic Legacy – and a Fellow of the Tourism Society.