Monarch’s new director of customer experience and marketing Tim Williamson has joined the board of responsibletravel.com.

The former Tui Travel customer director has joined the online travel agent as a non-executive director and will start next month.

Williamson previously chaired Abta’s Sustainable Tourism Committee and co-founded a venture connecting businesses in the UK and Swaziland.

Williamson said he was a great believer in the benefits that tourism can bring to destinations and communities when done thoughtfully.

He added: “My work in responsible tourism with Abta and on the ground in Africa has shown me just that.

“I’m excited to be lending my experience to a growing business which holds responsible tourism at the heart of what it does.

“There’s a great deal of commercial potential in responsibletravel.com plus a huge opportunity to help drive social change. I’m energised about both.”

Justin Francis, managing director of responsibletravel.com, said: “Tim has a wealth of experience to offer and I’m excited to be working with him to help shape responsibletravel.com’s big plans for the future.

“When I started responsibletravel.com 12 years ago, I was determined to create a commercially successful business as well as a business with a soul and a heart to it.

“Tim deciding to join our board is a clear sign that responsibletravel.com is up there with the key players – a true pioneer in its own right.”