The North America B2B approach supports the overall mission of VisitBritain by promoting Great Britain as the top tourist destination for American and Canadian travellers.
Our travel trade strategy is to work with key local intermediaries (tour operators and travel agent consortia) as well as the UK tourism industry in order to generate incremental visits as well as increase visitor value and volume throughout London, England, Scotland, Wales, and Northern Ireland. Our B2B approach synergizes with the US marketing and PR strategy. See below to read about our current global campaign, I Travel For.
Our product development strategy is led by our Commercial division and has focused on the Discover England Fund, Food & Drink, Rail and Gateways. To learn more about the Discover England projects, click here and feel free to reach out to Tara Didi, our DEF expert based in New York.
Carl Walsh, Director – Travel Trade, North America
Canada (Toronto based)
Lynda Falcone, Travel Trade Manager, Canada
USA Western & Central (Los Angeles based)
Lisa Sjolund, Senior Travel Trade Manager, Western & Central
USA Eastern & Central (New York based)
Tara Barnes, Travel Trade Manager, Eastern & Central
Discover England Fund (New York based)
Tara Didi, Product Development and Distribution Manager (DEF)