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
ing closer to home as long-haul trips continue to suffer.