Lady Cobham awarded CBE for services to tourism

The chair of VisitEngland, Penelope Lyttelton, has been awarded a CBE for services to tourism and was presented with the honour from HRH The Prince of Wales last week. 

Lyttelton, who goes by the title Lady Cobham, joined VisitEngland in 2009 when the tourist board was created and has been instrumental in driving forward the objectives of England’s Strategic Framework for Tourism to maximise tourism’s contribution to the economy, employment and quality of life in England.

She said: “I’m delighted to receive my CBE from HRH The Prince of Wales today. The experience has been unforgettable. I’ve had many roles in tourism over the past 37 years and I’ve genuinely enjoyed every second of them.

“I am committed to working with VisitEngland in the future to drive forward the growth of an industry that I believe is critical to our economy.”

Lyttelton’s career in tourism spans nearly 40 years. Her career began when she opened her private home, Hagley Hall, in the West Midlands to the general public in 1979, creating both a stately home experience for tourists as well as running a successful corporate events venue.

In 1987 she became deputy chair of the Heart of England and as a result was then asked to sit on the board of the English Tourist Board.

She then sat on the boards of the English Heritage, the Countryside Commission and Historic Royal Palaces, and in 1992 she became Special Advisor at the Department of National Heritage.

In 1993 she became a trustee at the Victoria & Albert Museum, a position that lasted for 10 years, and joined the board of the British Waterways and the London Docklands Development Corporation (LDDC) with direct responsibility for tourism.

In 1993 she also joined the board of VisitBritain and became deputy chair in 2005.