Jeffrey Yau takes up the new role of VisitBritain’s Vice President (VP) of Travel Trade & Aviation Industry, U.S., and Taryn McCarthy has been appointed as VP of Communication for the U.S.
The U.S. is the United Kingdom’s (UK) largest and most valuable visitor source market, estimated to be worth almost £6 billion in visitor spending this year to the UK economy. These new appointments will build on the strong growth in visits and spending from the U.S. to the UK, building relationships and aligning travel trade initiatives with targeted communications to ensure Britain remains top-of-mind for American travelers and a leading destination choice.
As the VP Travel Trade & Aviation Industry, Yau will support and grow VisitBritain’s relationships with key U.S. travel trade and airline partners, expanding Britain’s products in the U.S. market and supporting airlines with inaugural route launches and promoting regional gateways they fly to. His focus includes product development, supported by VisitBritain’s research and insights, so the trade sells more of Britain. He will lead VisitBritain’s trade engagement program in the U.S, working with industry to showcase Britain’s regional offer, including hosting trade partners on educational trips to experience Britain’s visitor offer firsthand and profile its regions to drive growth.
McCarthy will lead VisitBritain’s integrated communications strategy and engagement in the U.S. market. Her priorities are working with media to promote and inspire travel to Britain’s nations and regions, from influencer collaborations to hosted media visits and events. McCarthy will work closely with Britain’s strategic partners and suppliers to highlight Britain’s diverse visitor experiences, encouraging U.S. travelers to explore its regional gateways and venture beyond traditional routes and throughout each season.
VisitBritain’s Senior Vice President, U.S., Carl Walsh said: “We are thrilled to welcome Jeffrey and Taryn to the VisitBritain’s team in the U.S. Their industry knowledge and experience will drive forward and strengthen our travel trade and communications strategy. The U.S. is the UK’s top source market for tourism visits and spending and these roles highlight the importance of the market and our commitment to continuing to drive the strong growth we’ve seen.”
VisitBritain’s VP Travel Trade & Aviation Industry, U.S., Jeffrey Yau said: “I’m delighted to join VisitBritain at this exciting time and lead the U.S. trade engagement strategy. In this role, I look forward to developing innovative strategies and building relationships with strategic partners that showcase the diversity and allure of Great Britain to the U.S. market. With its rich history, diverse landscapes, and vibrant culture, Britain offers a wealth of experiences, and I’m excited to share these offerings to inspire more American travelers to explore all that this destination has to offer.”
VisitBritain’s VP of Communications, U.S., Taryn McCarthy said: “It’s an incredible honor to join VisitBritain and lead the U.S. PR team in promoting this remarkable destination. With its rich cultural heritage, historical significance, and vibrant modern appeal, Britain offers endless inspiration. I look forward to driving its continued growth in the U.S. market and inspiring American travelers to explore all that Britain has to offer. As the travel and PR landscapes evolve, Britain’s unique blend of timeless charm and contemporary energy is perfectly poised to captivate attention, and I am excited to build on that momentum.”
To drive growth in visits and spending from the U.S. to the UK and across more of its nations and regions, VisitBritain is set to roll out a new international marketing campaign across the U.S. from January 2025. Called ‘Starring GREAT Britain,’ the campaign is using films and TV shows and places seen-on-screen as the hook to tell the story of Britain today with its destinations the star of the show, inspiring visitors from the U.S. to stay longer and travel further through regional gateways. The campaign comes as VisitBritain’s latest research shows 88% of potential U.S. visitors it surveyed would be keen to visit film and TV locations during a trip to the UK.
Also in January, VisitBritain will host 20 key U.S. travel trade professionals at its flagship trade event, ‘Showcase Britain,’ which Yau will attend amongst other members of VisitBritain’s U.S. trade team. This event offers a valuable opportunity to educate the U.S. travel trade on Britain’s diverse offerings and experiences during a seven-day itinerary. The trip will see face-to-face meetings with products and destination suppliers from across Britain followed by an educational trip to the Northeast of England taking in experiences in County Durham, Newcastle and Northumberland.
VisitBritain’s latest forecast estimates a record 5.4 million visits from the U.S. to the UK in 2024, with visitors expected to spend £5.9 billion on their trips to the UK this year.
