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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.
