Local Team: North America

North America B2B Approach

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 as well as the UK tourism industry in order to generate incremental visits as well as increase visitor value and volume throughout England, Scotland and Wales.  Our B2B approach also integrates with the US marketing and PR strategy. See below to read about our current global campaign, I Travel For.

During 2018-19, our product development efforts will be concentrated on the following themes:

  • Discover England Fund
  • Food & Drink
  • Rail
  • Gateways

Meet the team

North America

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 Distrobution Manager (DEF)



Visit Britain Shop

Visit our online store offering everything your clients need without the queues: Tickets for travel & transport, attractions, trips & tours, theater & football sightseeing passes.  We offer a fixed commissionable discount of 3-5% for travel trade. Email your VB representative for the discount codes. Payment is done by credit card and 99% of our products come as an electronic voucher, easy!

I Travel For Campaign

VisitBritain has launched a new campaign for 2018, I Travel For…, to boost inbound tourism to Britain. The campaign uses short films and story-telling to shine the spotlight on unexpected experiences and less-explored destinations in Britain, alongside its globally renowned and iconic landmarks and attractions. I Travel For aligns the passions that motivate people to travel with experiences that can only be had in Britain, inspiring overseas visitors to book a trip right now. >For more information click HERE

Featured Itineraries

South West Food & Drink Adventure

5 days

This five-day rail and self-drive itinerary gives a wonderful insight into the seafood, wine and even tea of South West England! Also included are some the region’s top visitor attractions, such as the world-famous Eden Project. Travelling from Devon’s south coast, to the wine country of North Cornwall this itinerary offers unforgettable experiences, including the chance to get out to sea and catch dinner, and also learn about wine production in idyllic countryside settings.

London Gin & Chocolate

4 Days

Gin is currently undergoing a big revival, with new distilleries popping up around London, producing award-winning gins. The London Gin and Chocolate tour gives the opportunity to discover how London’s relationship with gin goes back more than 300 years, visiting two of these new craft distilleries. Chocolate is experiencing a similar renaissance in the capital – with specialist chocolate shops and chocolatiers combining traditional methods and creative flair to produce delicious and unique flavors.

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