Sandie Dawe takes on top role at VisitBritain

VisitBritain has promoted deputy chief executive Sandie Dawe to chief executive with immediate effect. 

Dawe replaces Tom Wright who left the tourism body earlier this year to join a charity and takes the reigns from VisitBritain chairman Christopher Rodrigues, who was acting chief executive.

Rodrigues, who remains chairman, said the nomination committee had interviewed a “number of skilled candidates” but was unanimous in its view that Dawe was the best person for the role.

“She has the best combination of knowledge, experience, insight, creativity and leadership skills to do the job,” he said.

“More importantly, these skills are combined with a passion for promoting Britain and its nations and regions which the board regards as an essential quality in the VisitBritain chief executive”.

Dawe said it would be a “real privilege to lead VisitBritain in its support of the tourism industry in the toughest economic climate in years, to win market share for Britain and to ensure that tourism is recognised as an important British industry”.

Dawe joined the British Tourist Authority from the London Tourist Board in 1991 and since then has held a variety of positions in VisitBritain in communications, public relations, policy, marketing and strategy. Her early career included working for the Book Marketing Council and the BBC World Service.

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By Gemma Sharkey

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