VISITBRITAIN
has poached P&O Cruises’ Michael Bedingfield to be its first England
marketing director.

He
will spearhead the new tourism body’s £4 million drive to boost England’s
tourism when he joins in June.

Bedingfield
will also oversee England’s dedicated marketing budget, a key part of the new
organisation, and work to complement
campaigns for Britain, Wales, Scotland and English regions.

He joins after three years as head
of brand marketing at P&O, and has also had senior marketing roles at
Hertz, Avis Europe and Thomas Cook.

The drive for domestic tourism
starts tomorrow (Wednesday) and will play on people holiday
ing closer to home as long-haul trips continue to
suffer.