VisitBritain has appointed Peta Evans as Travel Trade Manager for Australia and New Zealand, strengthening its trade leadership team as it targets continued growth from two of its key long-haul visitor markets.
Based in Sydney, Evans takes up the role effective immediately and will lead VisitBritain’s trade strategy across Australia and New Zealand, working with travel advisors, tour operators, distribution partners and airline stakeholders to drive visitation and spending across Britain.
The appointment follows more than three years with VisitBritain, where Evans most recently served as Trade Engagement Lead.
Focus on trade growth and partner engagement
In her new role, Evans will continue to focus on advisor education and partner engagement while supporting year-round sales growth across Britain’s nations and regions.
Prior to joining VisitBritain, she held roles with STA Travel, Sundowners Overland and NOVA Entertainment, building experience across travel sales, business development and industry partnerships.
VisitBritain Country Manager for Australia and New Zealand Kristen Angus said Evans’ industry knowledge and established relationships made her well positioned to lead the organisation’s trade engagement efforts.
“We are delighted with Peta’s appointment as Travel Trade Manager ANZ, a pivotal role within the team,” Angus said.
Strong outlook for UK tourism
VisitBritain forecasts 1.2 million visits from Australia to the UK in 2026, with visitors expected to spend £1.8 billion during their trips.
From New Zealand, the tourism agency forecasts 286,000 visits and visitor spending of £397 million this year.
The organisation estimates inbound tourism will contribute £35.7 billion to the UK economy in 2026, reinforcing the sector’s importance as one of Britain’s largest service exports.
Building on campaign momentum
Evans’ appointment comes as VisitBritain continues to roll out its global “Starring GREAT Britain” campaign, which uses film and television locations to promote destinations across the UK.
Research commissioned by VisitBritain found more than nine in 10 potential visitors would be interested in visiting film and television locations during a trip to Britain.
