UKinbound has recruited Joss Croft as chief executive, succeeding Deirdre Wells, who moved to Visit Kent last month.

Croft has 25 years of senior leadership experience with roles at the Department for International Trade and VisitBritain.

Currently, he is director of network communications at the Department for International Trade, having been managing director of marketing at DIT and its predecessor, UK Trade and Investment.

UKinbound said he has delivered “highly successful trade and investment promotion and trade policy marketing communications for the UK government, and built a strong UK proposition in key industrial sectors”.

Previously, Croft spent 16 years at VisitBritain, holding roles such as Spain and Portugal manager; head of business visits and events; and latterly marketing director.

In the marketing role he was instrumental in implementing the global GREAT Britain campaign, and forged strong working relationships with a variety of UK institutions and international destinations.

He has also held posts at the London Tourist Board and Convention Bureau (now London and Partners), Parc du Futuroscope and Disneyland Paris Resort.

Croft commented: “I am absolutely thrilled to have been given this fantastic opportunity to represent UKinbound at this critical time for Britain’s international tourism industry.

“Tourism provides jobs and growth across the whole of the UK and represents nearly 10% of all UK GDP.

“Without question, the UK is the best destination in the world, and I look forward to working with the association’s membership and colleagues to build on its success in the coming years.”

UKinbound chairman Mark McVay added: “We were impressed with his extensive experience in the tourism industry, recent work with DIT and strong leadership qualities, all of which will be incredibly valuable in his role as CEO.

“We are confident that he will grow and develop the association strategically and represent the interests of inbound tourism in the UK for our members.”

Croft will begin his new role on November 26, 2018.