Sally Balcombe



Sally Balcombe has been CEO of VisitBritain since 2014. VisitBritain is the national tourism agency responsible for marketing Britain worldwide and developing Britain’s visitor economy. It works with UK Trade & Investment, as well as airlines, travel operators, global brands and regional tourism bodies. As CEO, Balcombe manages strategy, maintains close partnerships with stakeholders and promotes tourism on the government’s political and economic agendas. Since the pandemic hit, Balcombe has overseen the first virtual versions of VisitBritain’s flagship business events, MeetGB in June 2020 and its annual travel trade event, ExploreGB, in March 2021. She also led VisitBritain’s coordination of the Save Travels stamp issue in the UK on behalf of the World Travel & Tourism Council for businesses registered to the We’re Good To Go scheme, primarily aimed at businesses that attract international visitors. In June 2021, VisitBritain announced its new initiative, the Domestic Support Fund, which is providing £100,000 for not-for-profit organisations and charities hosting meetings, conferences and events to help kickstart the recovery of the business events industry. Balcombe’s career has largely been spent in the airline and travel industry, where she was managing director of British Airways Holiday, and held similar roles at both TUI Travel PLC and Thomas Cook.