Carol Maddison

Job TitleCountry Manager UAE

Company NameVisitBritain


A marketing professional with significant experience in management and business development acquired across a wide range of demanding roles. Over 14 years of experience in the Middle East and well versed in delivering strategic plans across the spectrum of functions for international destination marketing. An ability to achieve and exceed targets within challenging deadlines.

Carol Maddison joined VisitBritain in 1997 as Finance and Marketing Assistant with responsibility for financial, infrastructure and administration resources for the Middle East. In 1999 Carol moved to a dedicated marketing role overseeing the development of campaign proposals and has built long term partnerships with some of the region’s most successful entities.

In 2004, Carol took on the responsibility of Country Manager for United Arab Emirates maximising the value of outbound travel to Britain from the UAE by further enhancing the long-term value of the Britain brand and supporting the marketing of the other 4 brands of Britain - Scotland, Wales, England and London. Carol has been responsible for overseeing the delivery of major regional events together with core delivery services covering consumer marketing, insights, travel trade, business tourism and Press & PR to support the activities of strategic and commercial partners.

Carol also holds the position of Chairperson of the Travel and Tourism Focus Group for the British Business Group in Dubai and the Northern Emirates.

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