Sandie Dawe CBE

Sandie Dawe
Sandie Dawe CBE
Fiona Hanson

Sandie spent nearly 30 years in the tourism industry, most recently as chief executive of VisitBritain. She led the national strategy to maximise the tourism benefits of the 2012 Olympic and Paralympic Games, oversaw major initiatives including the ‘GREAT’ global marketing campaign, and saw tourism numbers reach record levels. Before joining VisitBritain she worked in media, book publishing and tourism, including the BBC World Service, Book Marketing Council, the English Tourist Board and VisitLondon. Sandie holds a number of non-executive roles: as Director of London & Partners and chair of Kids in Museums and she is an adviser to Four Communications and to Travel GBI, the leading trade paper for the domestic and inbound tourism industry.

In 2008 Sandie was awarded an MBE for services to the tourism industry; in 2014 received the ‘Shine’ Lifetime Achievement Award by Women1st and in 2015 she was awarded a CBE for services to tourism.