British Tourist Authority brings in Andrew Stokes to oversee £40m Discover England fund | Leisure Opportunities
Job Search
see all jobs
Latest job opportunities
Matt Roberts Personal Training Company
£25 – 30k+
London, United Kingdom
Epsom College
Circa £28,000 to £30,000 pa, depending on skills experience
Epsom, Surrey, United Kingdom
Hertfordshire Sports Village
Competitive
Hatfield, United Kingdom
Merlin Entertainments Group
Competitive
New York, NY, United States
Soho Gyms
Competitive
London, United Kingdom

British Tourist Authority brings in Andrew Stokes to oversee £40m Discover England fund

Job opportunities
Crealy Great Adventure Park and Resort
Up to £30,000 pa
location: Exeter, United Kingdom
Beckwith Health Club
Competitive
location: Harrogate, United Kingdom
WTS International
Commensurate with experience
location: Rockville, Maryland, United States
more jobs

Andrew Stokes, the former CEO of Marketing Manchester, has been named interim director, England by the British Tourist Authority (BTA).

Stokes is tasked with overseeing implementation of the £40m ‘Discover England Fund’ announced in chancellor George Osborne’s November Comprehensive Spending Review.

His appointment comes amid the controversial decision by the Department for Culture, Media and Sport’s (DCMS) to go against expert recommendations to split VisitEngland and VisitBritain; choosing instead to bring them closer together under the responsibility of the BTA. The move has been widely criticised by tourism industry bosses, with Tourism Alliance director Kurt Janson telling Leisure Opportunities that it risks harming domestic tourism in England.

BTA chief executive Sally Balcombe has confirmed that the organisation’s priorities, as directed by government, are to market the nations and regions of Britain overseas to drive growth in international leisure and business tourism.

In his role as director, England, Stokes will lead on the development and delivery of the £40m ‘Discover England Fund’. The BTA says the fund is specifically for England tourism product development to ensure that ‘bookable’ regional product is being sold in international markets.

Despite industry concerns that the BTA is turning away from the promotion of tourism domestically, the organisation says domestic tourism will also benefit from the new international focus, as money will be spent on “developing a product that will be attractive to domestic as well as international markets.”

BTA chief executive Sally Balcombe said: “I am very pleased to welcome Drew as the new director, England. He brings a wealth of skills, experience and industry contacts to the role making him a powerful voice for England as we focus on the government’s priorities set out in the CSR settlement.

“Our ambition is to spread the economic benefits of tourism across the English regions focusing on product development, building partnerships and greater co-ordination across the industry.”

Sign up for FREE ezines & magazines
Andrew Stokes, the former CEO of Marketing Manchester, has been named interim director, England by the British Tourist Authority (BTA).
HHR,HOT,RST,TOU,TVL,PHR
7404_277694.jpg
employer of choice
John Treharne, CEO, The Gym Group
Would you like to work for a gym operator that allows you to develop and use your skills to the full whilst being well rewarded? The Gym is totally committed to allowing 'the manager to manage' and rewarding our key personnel for delivery.