CEO, UKinbound

Joss is an accomplished, entrepreneurial leader, who is delivery focused.  His experience has given him a strong understanding of the international visitor economy and wider business, and the challenges facing organisations. He has a passion for developing people and delivering outstanding customer service.

As CEO of UKinbound, Joss leads the award-winning trade association that advocates and lobbies for policies that drive the UK’s second largest service export sector, and plays a crucial role in developing its members inbound businesses, connecting buyers and sellers to drive profitable outcomes.

Before joining UKinbound in November 2018, Joss was Managing Director of Marketing at the Department for International Trade, responsible for the marketing and communications programme for UK exports and investment. He was previously Marketing Director of VisitBritain, involved in the development of the award-winning GREAT Britain campaign. Joss was awarded an OBE in the New Year’s Honours List 2023 for services to the tourism industry.