Sandie Dawe

Chief Executive of Britain’s national tourism agency, VisitBritain

Sandie Dawe was appointed Chief Executive of Britain’s national tourism agency, VisitBritain in May 2009. A government-sponsored body, VisitBritain is responsible for promoting Britain as a destination for leisure and business travel in 21 overseas markets.

During her time at VB she has led marketing, business development and publicity strategies to grow the value of tourism to Britain, including cruise, culture and heritage, business and sports tourism and the UK’s celebration of the Millennium. She established and then chaired the Tourism Industry Emergency Response Group (TIER) during a period which covered issues such as SARS the Iraq wars and the terrorist bombings in London in 2005.

An active spokesman, Sandie regularly appears on conference platforms and in the media, championing the interests of the tourism sector.

Sandie sits on the Government’s Tourism Regulation Taskforce and is a member of the leadership council for Women 1st and the World Travel Market Council.

Before joining VisitBritain she worked in media, book publishing and tourism, including the BBC World Service, Book Marketing Council, the English Tourist Board and the London Tourist Board.

In 2008 Sandie was awarded an MBE for services to the tourist industry in the Queen's Birthday Honours.

Britain: A Thoroughly British Export

Exporting the best of Britain means that more tourists will come, purchase more local goods and services when they're here and, importantly, export and share memories of a fantastic trip back to their own countries...
17/04/2014 14:40 BST

Theatre's Cue on the Tourism Stage

Theatre is not unfamiliar with playing understudy to football or shopping as a popular activity for tourists, but its appeal and contribution is strong regardless... More of our holiday visitors from overseas are going to the theatre, musicals, the opera or ballet (2.8 million) than to a live sporting event (1.3 million) across Britain.
04/11/2013 17:02 GMT

King of the Castles: Britain's Built Heritage Rules

Britain's built heritage is a huge asset and one of our major strengths as a tourism destination. Looking forward, we are capitalising on this forte by upping our promotional activity in key markets around the world, using images that highlight the drama of our castles and romantic appeal of historic houses.
02/10/2013 13:05 BST

Playing to Our Strengths - Heritage, Babies and Boosting Brand Britain

Looking back at royal baby week, one can't help but realise the global reach of such occasions and the positive knock on effects for international tourism. Judging by the international media gathered in London for the birth of Prince George, Britain's profile has undoubtedly been lifted, with images and footage splashed across newspapers and TV sets globally... Hosting the very best national broadcasters from around the world puts us front of mind once again and reinvigorates our brand as we seek to maintain the momentum of the Royal Wedding, The Queen's Diamond Jubilee and of course the 2012 Olympic Games.
05/08/2013 17:53 BST

Consultation Launched On Ambitious Growth Plan For Tourism

This week, VisitBritain has launched a consultation on a growth strategy for tourism to Britain, with an ambition to reach 40 million visitors by 2020, a 3% year on year increase. Reaching that figure would deliver £8.7 billion additional foreign exchange earnings at today's prices and support more than 200,000 additional jobs.
11/10/2012 10:02 BST

All This Positive Olympics International Coverage Didn't Happen By Chance You Know...

We Brits certainly know how to party. Sunday's closing ceremony for the London 2012 Games was a truly foot-tapping, arm-waving musical celebration. I was lucky enough to be there and it was not unlike the best of Glastonbury but with seats - and no mud! The evening was a fitting end to a festive fortnight in the global spotlight: a tribute to the uplifting spirit of the games, to the world's athletes and to our friendly volunteers - the face of the games.
14/08/2012 17:08 BST

Britain Doesn't Disappear After 2012 and Here's Why...

Britain's Diamond Jubilation celebration in June was as memorable as last year's Royal Wedding, and in a matter of days we'll be welcoming the world to Britain as London plays host to greatest show on earth for a record third time.
25/07/2012 17:07 BST