Role details

VisitEngland Advisory Board (VEAB) Chair

Application deadline 6 April 2023


Sponsor department
Department for Culture, Media and Sport
Culture, Media & Sport
Audit and Risk, Marketing
Number of vacancies
Time commitment
4 day(s) per month
£345 per day
Length of term
5 years
Application deadline
7pm on 6 April 2023

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Timeline for this appointment

  1. Opening date

    8 March 2023

  2. Application deadline

    7pm on 6 April 2023

  3. Sifting date

    10 April 2023

  4. Interviews expected to end on

    15 May 2023

Timeline dates are only an estimate and can change

About the role


Tourism is a crucial industry for the United Kingdom and made up of a variety of different kinds of enterprises, including: accommodation providers, attractions, cultural activities, exhibition and conference facilities, passenger transport, and sport and recreational activities. We want to ensure any appointee is committed to embedding the principles of levelling up and championing opportunity for all across the organisation, helping to ensure that the organisation is one in which a genuinely diverse range of views can be expressed, without fear or favour.
The Secretary of State wishes to appoint a new Chair to the VisitEngland Advisory Board (“VEAB”).  The VEAB is responsible for providing advice on English tourism matters to Ministers and the Board of the British Tourist Authority (BTA).

Introduction from the Chair

The VisitEngland Advisory Board has been in existence since the Development of Tourism Act 1969 and is legally constituted as the English Tourist Board, an advisory Non-Departmental Public Body.  It is responsible for advising the Board and the Senior Team of the British Tourist Authority, which operates as VisitBritain and VisitEngland with ring-fenced funding for Britain and England activity, on matters relating to tourism in England, and thereby helping to drive economic growth and excellence in English tourism.  It recently advised on the criteria for assessing grant-funding applications to the Discover England Fund and its comments and advice were then communicated to the BTA Board to inform its decisions.

VisitEngland Advisory Board is accountable to the BTA Board and the Accounting Officer of BTA exercises the responsibilities through a governance framework put in place in 2016 which details the corporate governance arrangements.

Role description

The Chair will be supported by a non-executive Board in providing expert advice to the Chair and Board of the BTA, and in representing English tourism to the tourism sector and public. The Chair of the VEAB will report into the BTA Chair on a regular basis, but continues to be accountable to the Secretary of State for DCMS for the effectiveness of the VEAB. 

The chief responsibilities of the new Chair will be to:

  • Provide effective leadership of the Board and advice to the Chief Executive and BTA Board on English Tourism matters - principally:

    • How to drive improvements in the appeal of the English tourism product. 

    • How to advance English interests in the context of Britain-wide promotional activity.

    • How to handle responses to unforeseen events that have a detrimental effect on tourism, such as flooding events.

    • How best to support and align the work of an extensive network of stakeholders including national cultural bodies, local government, Local Enterprise Partnerships, Destination Management Organisations and the English Tourism Industry. 

  • How VisitEngland can maximise investment in English tourism, through partnership engagement and commercial activity, which is in accordance with HMT rules for the management of public money.

  • Represent England on the BTA Board, and at key events in the tourism sector, over English Tourism Week and speak on behalf of England.

  • Champion England domestically as a visitor destination.

Regulation of appointment

This post is regulated by the Commissioner for Public Appointments. For more information, please refer to the Commissioner’s website 

Person specification

Essential criteria

    In addition, for those currently employed in the industry, candidates will need to be clear about any potential conflicts between this role and their other professional activities and be able to propose ways to manage conflicts should they arise.

    • A strong commitment to engaging communities across England, supporting economic growth across all regions.
    • Excellent communication skills including the ability to operate effectively as an ambassador for the organisation and work in a hybrid/remote working environment;
    • An ability to understand and oversee compliance with public sector spending principles;
    • An ability to think strategically and creatively to help the VEAB deliver its strategic objectives to better serve and work in partnership with all stakeholders;
    • A collaborative and engaged approach to working with the industry and ensuring their views are fed back to the board;
    • Strong relationship building skills, with the ability to command respect, and work with and through others to achieve objectives;
    • The ability to lead a board and support the leadership of a high-profile organisation by providing strategic guidance and effective challenge;
    • A commitment to the purpose and objectives of the VEAB and an understanding of matters relating to tourism in England, and thereby helping to drive economic growth and excellence in English tourism.

    Application and selection process

    How to apply

    To apply, please send:

    • A CV - A CV of no more than two sides of A4; this should provide details of your education and qualifications, employment history, directorships, membership of professional bodies and details of any publications or awards;

    • Supporting statement - A supporting statement of no more than two sides of A4 setting out how you meet the criteria for appointment, as set out in the person specification for the role;

    • Declaring Conflicts - Information relating to any outside interests or reputational issues; please complete the attached Declaration of Conflicts of Interest Form

    • Diversity monitoring information - please follow this link. This allows us to see if there are any unfair barriers to becoming a public appointee and whether there are any changes that we could make to encourage a more diverse field to apply. You can select “prefer not to say” to any question you do not wish to answer. The information you provide will not be used as part of the selection process and will not be seen by the interview panel;

    • Disability Confident – please state if you want to be considered for the disability confident scheme;

    • Reasonable adjustments - requests for reasonable adjustments that you would like to the application process (if applicable);

    Completed applications should be sent to: Please put ‘VEAB Chair application’ in the subject line.

    If you have any questions about the appointments process, please the campaign manager Joseph Cox at

    DCMS is unable to provide feedback at the shortlist stage due to the volume of applications we receive. Feedback can be provided if requested to candidates following the interview stage.

    The Advisory Assessment Panel reserves the right to only consider applications that contain all of the elements listed above, and that arrive before the published deadline for applications.

    Overview of the application process

    Public appointments are made on merit following a fair and open competition process which is conducted in accordance with the Governance Code for Public Appointments. We will deal with your application as quickly as possible and will keep you informed at key stages. We aim to conclude the appointment process within three months of the deadline for applications – this is in accordance with the Governance Code.

    The assessment process

    1. Ministers are responsible and accountable to Parliament for the public appointments made within their department. As a result, they must be consulted at every stage of the appointments process.

    2. An Advisory Assessment Panel (“Panel”) is appointed by Ministers to assist them in their decision making. The role of the Panel is to decide, objectively, which candidates meet the eligibility criteria for the role.

    3. At the shortlisting meeting the Panel will assess applications against the eligibility criteria and decide which candidates have best met the criteria, who should be recommended for interview. Ministers will then be consulted on the Panel’s recommended shortlist. If you have applied under the Disability Confident Scheme and you meet all the essential criteria, then you will also be invited for an interview.

    4. Once the shortlist has been agreed by Ministers, you will be advised (by e-mail) whether you have been shortlisted. Those shortlisted will be invited to an interview.

    5. The Panel will meet again to interview candidates and determine who is appointable to the role. The Panel may invite you to make a brief presentation at the start of the interview and will go on to question you about your skills and experience, including asking specific questions to assess whether you meet the criteria set out for the post. The Panel will also explore with you any potential conflicts of interest or any other issues arising from your personal and professional history which may impact on an appointment decision.

    6. Details of the panel’s assessment of interviewed candidates are provided to Ministers, including whether they have judged a candidate to be appointable to the role. It is then for Ministers to determine merit and decide who should be appointed. In some circumstances, Ministers may choose not to appoint any candidates and re-run the competition.

    7. Ministers may choose to meet with candidates before deciding the outcome. Candidates should therefore be prepared for a short time gap between interview and a final appointment decision being made. Candidates who have been interviewed will be kept informed of progress.

    8. Once the decision on the appointment has been made, interviewed candidates will be advised of the outcome of their application, including whom they may approach for feedback. Successful candidates will be issued with their Terms & Conditions and a letter of appointment should they agree to take up the position.

    Further information about appointments, including tips on applying, can be found on our guidance pages on

    Advisory Assessment Panel (AAP)

    Advisory Assessment Panels (AAP) are chosen by ministers to assist them in their decision-making. These include a departmental official and an independent member. For competitions recruiting non-executive members of a board (apart from the Chair), the panel will usually include a representative from the public body concerned.
    AAP’s perform a number of functions, including agreeing an assessment strategy with ministers, undertaking sifting, carrying out interviews in line with the advertised criteria and deciding objectively who meets the published selection criteria for the role before recommending to ministers which candidates they find appointable. It is then for the minister to decide who to appoint to the role.The confirmed AAP for this Panel is:
    • Chair: Duncan Parish (DCMS Deputy Director, Tourism and Cultural Diplomacy);
    • Independent Panel Member: Gerard Lemos; and
    • Additional Panel Member: Nick King.

    Eligibility criteria

    In general, you should have the right to work in the UK to be eligible to apply for a public appointment.

    There are a small number of specialist roles that are not open to non-British citizens. Any nationality requirements will be specified in the vacancy details.

    The Government expects all holders of public office to work to the highest personal and professional standards. 

    You cannot be considered for a public appointment if:

    • you are disqualified from acting as a company director  (under the Company Directors Disqualification Act 1986);

    • have an unspent conviction on your criminal record;

    • your estate has been sequestrated in Scotland or you enter into a debt arrangement programme under Part 1 of the Debt Arrangement and Attachment (Scotland) Act 2002 (asp 17) as the debtor or have, under Scots law, granted a trust deed for creditors.

    When you apply, you should declare if:

    • you are, or have been, bankrupt or you have made an arrangement with a creditor at any point, including the dates of this. 

    • you are subject to a current police investigation.

    You must inform the sponsor department if, during the application process, your circumstances change in respect of any of the above points. 

    When you apply you should also declare any relevant interests, highlighting any that you think may call into question your ability to properly discharge the responsibilities of the role you are applying for. You should also declare any other matters which may mean you may not be able to meet the requirements of the Code of Conduct of Board Members (see Outside interests and reputational issues section below)
    If you need further advice, please contact

    Security clearance

    The successful candidate will be required to undertake Baseline Personnel Security Standard checks in line with the Civil Service guidelines. Additional Security Clearance may also be required for certain roles. However, where this applies, candidates will be notified during the appointment process. Further information on National Security Vetting can be found on the website here.

    Additional information for candidates

    Equality and diversity

    We encourage applications from talented individuals from all backgrounds and across the whole of the United Kingdom. Boards of public bodies are most effective when they reflect the diversity of views of the society they serve and this is an important part of the Government’s levelling up agenda.
    We collect data about applicants’ characteristics and backgrounds, including information about people’s educational and professional backgrounds, so that we can make sure we are attracting a broad range of people to these roles and that our selection processes are fair for everyone. Without this information, it makes it difficult to see if our outreach is working, if the application process is having an unfair impact on certain groups and whether changes are making a positive difference.
    When you submit your application, your responses are collected by the Cabinet Office and the government department(s) managing your application. The data is used to produce management information about the diversity of applicants. You can select “prefer not to say” to any question you do not wish to answer. The information you provide will not be seen by the Advisory Assessment Panel who review applications against the advertised criteria and conduct interviews.

    Disability confident

    We are a member of the Government’s Disability Confident scheme. We use the Disability Confident scheme symbol, along with other like-minded employers, to show our commitment to good practice in employing people with a disability. The scheme helps recruit and retain disabled people. 
    As part of implementing the scheme, we guarantee an interview for anyone with a disability whose application meets the essential criteria for the role, set out in the advert, and who has asked that their application is considered under the scheme. Indicating that you wish your application to be considered under the scheme will in no way prejudice your application. By ‘minimum criteria,’ we mean that you must provide evidence which demonstrates that you meet the level of competence required under each of the essential criteria, as set out in the job-advert.
    When you apply you will have the opportunity to select if you would like your application considered under this scheme.

    Reasonable adjustments

    We are committed to making reasonable adjustments to make sure applicants with disabilities, physical or mental health conditions, or other needs are not substantially disadvantaged when applying for public appointments. This can include changing the recruitment process to enable people who wish to apply to do so.
    Some examples of common changes are:
    • ensuring that application forms are available in different or accessible formats;
    • making adaptations to interview locations;
    • allowing candidates to present their skills and experience in a different way;
    • giving additional detailed information on the selection / interview process in advance to allow candidates time to prepare themselves;
    • allowing support workers, for example sign language interpreters;
    • making provision for support animals to attend.
    When you apply you will have the opportunity to request reasonable adjustments to the application process.

    Principles of public life

    Holders of public office are expected to adhere to and uphold the Seven Principles of Public Life These are:

    1. SELFLESSNESS - Holders of public office should act solely in terms of the public interest. They should not do so in order to gain financial or other material benefits for themselves, their family or their friends;
    2. INTEGRITY - Holders of public office should not place themselves under any financial or other obligation to outside individuals or organisations that might seek to influence them in the performance of their official duties;
    3. OBJECTIVITY - In carrying out public business, including making public appointments, awarding contracts, or recommending individuals for rewards and benefits, holders of public office should make choices on merit;
    4. ACCOUNTABILITY - Holders of public office are accountable for their decisions and actions to the public and must submit themselves to whatever scrutiny is appropriate to their office;
    5. OPENNESS - Holders of public office should be as open as possible about all the decisions and actions that they take. They should give reasons for their decisions and restrict information only when the wider public interest clearly demands;
    6. HONESTY - Holders of public office have a duty to declare any private interests relating to their public duties and to take steps to resolve any conflicts arising in a way that protects the public interest;
    7. LEADERSHIP - Holders of public office should promote and support these principles by leadership and example.

    Code of conduct for board members

    The Government expects all holders of public office to work to the highest personal and professional standards. In support of this, all non-executive board members of UK public bodies must abide by the principles set out in the Code of Conduct for Board Members of Public Bodies. The Code sets out the standards expected from those who serve on the boards of UK public bodies and will form part of your terms and conditions of appointment.

    Management of outside interests and consideration of reputational issues

    Holders of public office are expected to adhere and uphold the Seven Principles of Public Life and the Code of Conduct for Board Members of Public Bodies. Before you apply you should consider carefully: 
    • any outside interests that you may have, such as shares you may hold in a company providing services to government; 
    • any possible reputational issues arising from your past actions or public statements that you have made; 
    • and/or - any political roles you hold or political campaigns you have supported; 
    which may call into question your ability to do the role you are applying for.
    You will need to answer relevant questions in relation to these points when making an application. Many conflicts of interest can be satisfactorily resolved and declaring a potential conflict does not prevent you from being interviewed. If you are shortlisted for an interview, the panel will discuss any potential conflicts with you during that interview, including any proposals you may have to mitigate them and record that in their advice to ministers. Alongside your own declaration, we will conduct appropriate checks, as part of which we will consider anything in the public domain related to your conduct or professional capacity. This may include searches of previous public statements and social media, blogs or any other publicly available information. The successful candidate(s) may be required to give up any conflicting interests and their other business and financial interests may be published in line with organisational policies. 
    Details of declared political activity will be published when the appointment is announced, as required by the Governance Code (political activity is not a bar to appointment, but must be declared).

    Status of appointment

    As this is an office holder appointment, you will not become a member of the Civil Service. You will not be subject to the provisions of employment law.

    Appointment and tenure of office

    Appointments are for the term set out in this advert, with the possibility of re-appointment for a further term, at the discretion of Ministers.  Any re-appointment is subject to satisfactory annual appraisals of performance during the first term in the post. There is no automatic presumption of reappointment; each case should be considered on its own merits, taking into account a number of factors including, but not restricted to, the diversity of the current board and its balance of skills and experience. In most cases, the total time served in post will not exceed more than two terms or serve in any one post for more than ten years

    Remuneration, allowances and abatement

    Remuneration for this role is treated as employment income and will be subject to tax and National Insurance contributions, both of which will be deducted at source under PAYE before you are paid. 
    You can claim reimbursement for reasonable travel and subsistence costs which are properly and necessarily incurred on official business, in line with the travel and subsistence policy and rates for the organisation to which you are applying. However these payments are taxable as earnings and will be subject to tax and national insurance, both of which will be deducted at source under PAYE before you are paid.  

    Pension and redundancy

    This is an office holder appointment and does not attract any benefits under any Civil Service Pension Scheme. You will not be eligible for redundancy pay as you are not an employee. No other arrangements have been made for compensation upon the end of your term of appointment because an office holder who is appointed for a limited duration would have no expectation of serving beyond that period.

    Application feedback

    We will notify you of the status of your application. We regret that we are only able to offer detailed feedback to candidates who have been unsuccessful at the interview stage.

    How to complain

    We aim to process all applications as quickly as possible and to treat all applicants with courtesy.
    Please contact the DCMS public appointments team in the first instance if you would like to make a complaint regarding your application at They will acknowledge your complaint upon receipt and respond within 15 working days.

    How to complain to Office of the Commissioner for Public Appointments (OCPA)

    If you are not content with the appointing department’s response you may wish to further complain to the Commissioner at information on how the Commissioner handles complaints can be found on the Commissioner for Public Appointments’ website

    Data protection

    The Cabinet Office will use your data in line with our privacy policy.
    The DCMS privacy policy is also attached.

    Contact details

    If you have any questions about the appointments process, please contact the Campaign Manager on