VisitBritain has appointed Gavin Landry as its executive vice-president for the Americas, effective immediately.
In his new role, Landry will drive new and repeat visitor growth to Britain from the Americas, focusing on key segments and top performing regions including Brazil, Canada and the US, as well as cities with new routes to build connectivity, VisitBritain said in a statement. He will also continue to develop and strengthen strategic partnerships across the three regions, as well as develop bookable regional and seasonal products that showcase more of regional Britain working closely with tourism industry partners.
Landry joins VisitBritain from New York State where he was executive director of tourism; during his tenure, Landry and his team increased visitation to New York State by 40 million and set a record total economic impact of $100 billion USD.
“I am thrilled to be joining VisitBritain at such an exciting time for tourism globally and look forward to working together with our partners across the industry to convert the desire to visit Britain into bookings and drive growth from the Americas,” Landry said. “Tourism is a fiercely-competitive global industry and while latest statistics shows strong growth from the Americas we need to be out there promoting the message of welcome, working with partners to make it easier to travel and showcasing the amazing experiences that you can only get in Britain.”
The announcement comes on the back of data released just last week from the UK’s Office for National Statistics which showed that visits from North America to the UK were up 35 per cent in June this year compared to the same month in 2016. It brings the overall number of visits from North America to the UK for January to June this year to 2.2 million visits, up 25 per cent on the same period last year.