Kgomotso Ramothea has been named acting hub head at South African Tourism for the UK and Ireland.
She has stepped up following the departure of former head Tolene van der Merwe, who left last month after five years.
Ramothea has more than nine years of experience overseeing the communications and marketing strategies at South African Tourism.
She will be responsible for the overall marketing, brand management and trade marketing for South Africa in the UK and Ireland, leading a team of seven in the London office and three external agencies.
The tourism board has a global target of doubling international tourist arrivals to South Africa to 21 million by 2030.
Ramothea said: “It is such a diverse, beautiful country which offers a plethora of amazing experiences to suit every type of traveller, and I can’t wait to encourage more UK and Irish travellers to visit.
“I’m extremely proud of my South African heritage and excited to take on this new responsibility to drive our campaigns forward and in turn, positively impact the people of South Africa.”