British Tourist Authority Board Member

Skills Audit and Risk, Commercial, Communication, Technology / Digital

Timeline dates are only an estimate and can change

About the appointment

The Secretary of State wishes to appoint a new Board Member to the British Tourist Authority (“BTA”) Board. The BTA Board is responsible for the overall direction of the BTA (trading as VisitBritain / VisitEngland), working within a framework agreed with its sponsoring Government department, the Department for Culture, Media & Sport. The Board also monitors the BTA’s performance against targets agreed with DCMS.

DCMS is committed to eliminating discrimination and advancing equality of opportunity in its public appointments. We particularly encourage applicants from underrepresented groups, those based outside London and the South-East and applicants who have achieved success through non-traditional educational routes. This ensures that boards of public bodies benefit from a full range of diverse perspectives and are representative of the people they serve.

Tourism is a crucial industry for the United Kingdom, including accommodation providers, attractions, cultural activities, exhibition and conference facilities, passenger transport, and sport and recreational activities.

Importance of the UK tourism industry

VisitBritain forecasts 38.7 million inbound visits and £32.5 billion spend in 2024. This follows final results of 38.0 million visits and £31.1 billion spend in 2023. The industry is estimated to be worth £127 billion to the UK economy, supporting 200,000 SMEs and 3.1 million jobs.

BTA’s Strategic Aims

The BTA’s strategic aims, as set out in the 2024 – 27 Framework Agreement, are to :

• Rebuild international visitor value;
• Position Britain as a dynamic, diverse, sustainable and inclusive destination;
• Transform the way it works to compete in a digital world;
• Build the English Visitor Economy;
• Lead and enable a sustainable and resilient visitor economy in England;
• Be the trusted voice in tourism;
• Work as a global team to ensure their structure and skills best deliver on the strategy.

Main Responsibilities

Board members are expected to contribute effectively to the overall work of the BTA Board in providing expert advice and support. The main responsibilities of board members are to :

About the British Tourist Authority

The BTA is an Arm’s Length Body of the Department for Culture, Media and Sport (DCMS). It was set up by the Development of Tourism Act (1969) and has a statutory duty to encourage tourism in Great Britain.

Board Composition

The BTA Board consists of 7 members, including representatives from VisitScotland and VisitWales.

Person Specification

Candidates must demonstrate the following essential criteria :

Application Process

To apply, candidates are required to provide :

Public appointments are made on merit following a fair and open competition process. The assessment process includes a shortlisting meeting and interviews.

Additional Information

We encourage applications from talented individuals from all backgrounds and across the UK. We are committed to making reasonable adjustments for applicants with disabilities.

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