Sally Balcombe, former non-executive director of Mr & Mrs Smith, has been announced as the next chief executive officer of tourism body, VisitBritain.
She brings with her a wealth of experience in the global travel sector, having previously been managing director of British Airways Holidays, chief marketing officer at Travelport, as well as being and influencial part of the team at boutique hotel specialists, Mr & Mrs Smith.
She replaces Sandy Dawe, who steps down after five years in the role.
Sally Balcombe said: "I’m delighted to take on this role and am looking forward to leading VisitBritain in an era in which marketing has become global and digital.
“VisitBritain is already a high-performing agency with a clear growth strategy for Britain through to 2020.”
Chairman of VisitBritain, Christopher Rodrigues, who announced the changes, commented: "This has to be as the most exciting tourism marketing job in the world. Sally inherits a great team and an organisation that has shown it can deliver results and ensure Britain remains competitive in international markets.
“Our inbound tourism figures continue to break records and the GREAT marketing campaign continues to raise the aspiration to travel to Britain. Our partnership marketing campaigns deliver the great deals that turn aspiration into bookings. The challenge now is to ensure that inbound tourism, Britain’s fifth largest export industry, continues to deliver jobs and growth across the country in partnership with our strategic partners, the National Tourist Boards."