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Unilever director takes top VisitBritain marketing role
Torvald de Coverly Veale has become director of Britain international for VisitBritain, joining from Unilever.
He will be responsible for marketing Britain as a leading tourism destination in 36 markets overseas, increasing VisitBritain’s profile and activities in 11 new and developing markets.
His role includes responsibility for more than 250 VisitBritain staff in London and abroad, through general managers responsible for the organisation’s activities in the Americas, Asia-Pacific, Northern Europe, and Southern Europe/MEA.
He moves to VisitBritain after more than 20 years FMCG marketing experience with Unilever, most recently as a global brand director.
de Coverly Veale said: “I am looking forward to joining VisitBritain and helping to strengthen a global brand which already contributes an annual £14 billion to the UK’s economy.
“I can draw on my international experience to help create a competitive advantage for Britain’s tourism industry, persuading international visitors to stay longer in Britain and spend more while they are here. Britain’s visitor economy has faced a number of challenges in recent years and if we are to remain one of the world’s most popular destinations we must achieve growth in an increasingly competitive world market through customer insight and focus, through smart marketing and by ensuring that visitors have access to the very best that Britain has to offer.”
VisitBritain chief executive Tom Wright said: “I am very pleased that Torvald is bringing his extensive experience in international consumer marketing to VisitBritain.
“He will prove invaluable in helping us achieve our target of raising the value of our industry towards £100 billion in the face of some formidable competitors and ensuring that we generate a return on investment of at least 30:1.
“His particular experience in Latin America and Asia-Pacific regions will be invaluable as we invest resources in these countries that offer great potential for future growth.”
Report by Phil Davies
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