Penelope, Viscountess Cobham has been appointed as the chairman of the new national tourist body VisitEngland.
She will take up the position at the new strategic body when it comes into full operation on April 1 next year.
Current chairman Hugh Taylor said: “I am delighted that Lady Cobham will be chairing VisitEngland.
“She will bring highly relevant senior management and commercial experience to the vital task of determining and leading the delivery of a future strategy.
“Over the past six years the England executive has achieved real success marketing England and building relationships via the Partners for England forum.”
To date VisitEngland has existed as an advisory board to the England marketing division within VisitBritain but it will now become a separate body representing the country following the British Tourism Framework Review.