VisitBritain
British Tourist Authority Board Member
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Introduction
The Secretary of State wishes to appoint a new Board Member to the British Tourist Authority (BTA) Board. The BTA Board is responsible for the overall direction of the BTA (trading as VisitBritain/VisitEngland), working within a framework agreed with its sponsoring Government department, the Department for Digital, Culture, Media & Sport. The Board also monitors the BTA’s performance against targets agreed with DCMS.
DCMS is committed to building Public Body Boards that reflect the UK’s breadth of perspective. We welcome applications from individuals of all backgrounds, including those from underrepresented groups such as people from ethnic minority backgrounds, a wide range of ages, and diverse lived experiences from across the UK.
We recognise that relevant experience can be gained through a variety of professional, community or lived experience routes. We welcome applicants who can demonstrate the required skills and the ability to contribute effectively at Board level, including those who have developed equivalent experience outside of traditional senior leadership roles.
Importance of the UK tourism industry
Tourism is a crucial industry for the United Kingdom and made up of a variety of different kinds of enterprises, including: accommodation providers, attractions, cultural activities, exhibition and conference facilities, passenger transport, and sport and recreational activities.
Tourism is one of the UK’s most valuable industries, driving economic growth for every nation and region. Tourism is worth £147 billion annually to the UK economy, 5% of GDP. It is a major employer, supporting 2.4 million jobs, almost 1 in every 15. Tourism builds pride-in-place. Almost 60% of residents in tourist destinations feel connected to their community compared to 35% elsewhere. Tourism drives investment. Those who visit are 16% more likely to invest in the UK.
The BTA’s strategic aims, are to:
- Grow international visitor value.
- Deliver regional growth to the visitor economy underpinned by regenerative principles.
- Be the independent voice for tourism – the trusted partner of industry and Government to drive growth.
- Transform the way the BTA works to compete in a digital world, build on its strengths in data and consider opportunities to diversify its funding.
- Lead the regenerative growth of the English Visitor Economy.
- Deliver operational excellence.
- Work as a global team to ensure their structure and skills best deliver on the strategy.
Appointment description
Board members are expected to contribute effectively to the overall work of the BTA Board in providing expert advice and support. The main responsibilities of board members are to:
- Contribute effectively to the discussion of the BTA Board and support the Chair of the Board.
- Ensure that any statutory or administrative requirements for the use of public funds are complied with, that all expenditure is in accordance with Treasury rules for the management of public money and that the BTA maintains high standards of corporate governance at all times. The BTA Chair has an important role to play in supporting the organisation’s Accounting Officer in delivering high standards of regularity and probity.
- Support the BTA Chair to deliver on the aims and objectives agreed with DCMS - principally to:
- Monitor how International activity is designed and delivered in light of the views of the VisitEngland Advisory Board, VisitScotland and VisitWales.
- Ensure that an appropriate separation is maintained between England-only and Britain-wide activity and funding.
- Ensure that the BTA maximises investment in English and British tourism and the promotion of Britain overseas, through partnership engagement and commercial activity, and that all expenditure is in accordance with HMT rules for the management of public money.
- Actively build collaboration and alignment in activity across an extensive network of stakeholders, working with and through national tourist boards.
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Location: Board and Committee meetings are held in London and other locations across Britain. The appointee should expect to travel nationally.
Time Commitment: Board Members will be expected to attend five board meetings per year, other panel or sub-committee meetings as necessary, and, if held, a Strategy and Business Planning Day, often organised in conjunction with the VisitEngland Advisory Board. Some further time will be required to study papers, and to attend events and other representational engagements.
Expenses: Board Members travel and subsistence costs that are necessarily and properly incurred during official business will be reimbursed.
Organisation description
About the British Tourist Authority:
The British Tourist Authority (BTA), operates under the brand names VisitBritain and VisitEngland. It is an non-departmental public body of the Department for Digital, Culture, Media and Sport (DCMS), set up by the Development of Tourism Act (1969). The BTA has a statutory duty:
- To encourage people to visit Great Britain and people living in Great Britain to take their holidays there; and
- 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 Government’s strategic adviser on tourism matters.
VisitBritain’s main activities are:
- Running a global network of offices that market Great Britain as a tourist destination to consumers in those regions. VisitBritain have staff in Canada, USA, Brazil, UAE, India, South Korea, Japan, France, Germany, Holland, Italy, Spain, Sweden and Australia.
- Being a core partner of the cross- Government GREAT campaign promoting Britain as a GREAT place to invest, work, visit and study.
- Delivering marketing campaigns in conjunction with commercial partners, including airlines and the travel trade.
- Undertaking and disseminating research and data concerning inbound travel and analysing this to advise Government and industry.
- Hosting and attending international travel trade shows and dedicated tourism missions to promote Britain.
- Building a data stack to develop more timely and granular tourism data.
- Working with Public Diplomacy Partners in international markets to ensure a joined up approach to promoting Britain.
VisitEngland’s main activities are:
- Supporting Local Visitor Economy Partnerships by sharing best practice, and working in priority areas of regenerative growth, accessibility and data.
- Providing advice to tourism businesses on a range of topics, including making businesses more accessible/inclusive, raising awareness of sustainability, customer insight and legal compliance.
- Providing access to international business event shows to enable destinations to win events.
- Running awards schemes for tourism businesses.
- Running quality assessment schemes for tourism businesses.
- Domestic marketing campaigns, building on public sector funding with private sector partnership.
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The Chair of the BTA Board reports to the Secretary of State for DCMS and the Minister for Sport, Tourism, Heritage and Civil Society on the BTA’s performance.
Board composition
Aside from the Chair, the BTA Board consists of 7 other members, including representatives from VisitScotland and VisitWales. One Board member is the Chair of the VisitEngland Advisory Board, which provides advice on tourism matters pertaining to England only. There is also an observer from DCMS.
Learn more about the British Tourist Authority.
Regulation of appointment
This post is regulated by the Commissioner for Public Appointments. For more information, please refer to the Commissioner’s website
Person specification
Essential criteria
Candidates must demonstrate the following essential criteria:
- Knowledge: a clear understanding of the work, priorities and challenges of the British Tourist Authority and the context within which it operates.
- Communication: strong communication and interpersonal skills with the ability to listen, accept challenges and constructively challenge others with clarity and respect.
- Governance: the ability to operate at board level, demonstrating effective decision-making skills, a focus on performance monitoring, risk management and strategy development.
- Judgement: effective decision-making skills with the ability to critically analyse a wide range of information to make clear and objective evidence-based recommendations to support the delivery of the British Tourist Authority's objectives.
- Strategic: the ability to step back from day-to-day operations and focus on the bigger picture, guiding long-term direction and aligning organisational goals with future sector trends and opportunities.
- Inclusion: A strong commitment to engaging communities outside of London, and factoring UK-wide perspectives into all decision making.
Desirable criteria
Applications from candidates with expertise in one of the following areas would be welcomed:
- Cultural Diplomacy/Soft Power: A clear understanding of the perception of Britain abroad and how tourism can serve Britain's strategic interests.
- Digital: Proven expertise in organisational digital strategies, with experience guiding an organisation through digital transformation.
- International Marketing: Proven expertise in cross border marketing and experience of creating commercial partnership opportunities.
- Audit & Risk: experience of working in finance and/or risk management, and an ability to ensure effective governance and risk management frameworks are in place.
Important Information
The application window closes midday on 08 October 2026.
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