A new Europe and Africa chief executive has been named by Club Med to oversee the strategies behind Covid-19 recovery as part of her responsibilities.

Anne Browaeys has been promoted by all inclusive resort operator, having originally joined the company in 2015 as head of global marketing, digital and technologies.

She succeeds Xavier Mufraggi, who currently holds the Europe and Africa chief executive position at the sister company to the newly relaunched online Thomas Cook, both owned by the Chinese Fosun Tourism Group.

Browaeys will particularly focus on developing the marketing, digital and commercial activities of Club Med.

She will work with market leaders on a new customer recruitment drive in light of the expansion of Club Med’s Exclusive Collection and the opening of resorts in new territories.

Browaeys has more than 20 years’ experience in e-commerce, having formerly held senior roles at Amaury Medias and the FullSIX group.

She said: “I am delighted to start a new chapter within the Club Med business, having already got under the skin of the brand for the past five years.

“While this is a challenging and unprecedented time for the travel sector, among many others, we remain incredibly optimistic about the future and the opportunities available to us.

“We have an exciting pipeline of new resorts planned across Europe and Africa and we cannot wait to share these with our customers, as well as continuing to build upon the strong reputation we have developed as a brand in recent years.”