VisitBritain Appoints U.S.-Focused VPs

VisitBritain has appointed two new vice presidents in the U.S. to strengthen its trade and media engagement across the region.

Jeffrey Yau takes up the role of vice president of travel trade & aviation industry, U.S., while Taryn McCarthy has been appointed vice president of communication for the U.S. Both are responsible for helping to grow visits and spending from the U.S. to the UK.

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. His focus will be on getting the trade to sell more of Britain by leading VisitBritain’s trade engagement team. He will work with the trade to showcase Britain’s regional offers, including hosting trade partners on educational trips.

McCarthy will lead VisitBritain’s integrated communications strategy and engagement in the U.S. market.

“We are thrilled to welcome Jefferey and Taryn to the VisitBritain team in the U.S.,” said Carl Walsh, VisitBritain’s senior vice president, U.S. “Their industry knowledge and experience will drive forward and strengthen our travel trade and communications strategy.”

According to VisitBritain, the U.S. in the United Kingdom’s largest and most valuable visitor source market, estimated to be worth almost 6 billion pounds in visitor spending this year.