Sally Balcombe has been appointed as the new chief executive of VisitBritain.
Balcombe’s previous positions include managing director of British Airways Holidays and the specialist sun division of Tui, commercial director of Opodo and CMO of Travelport.
She is also a board member of VisitBritain, governor of the museum of London and commissioner of English Heritage.
Sandra Matthews-Marsh, chairman of the Tourism Society, said Balcombe’s “wide experience of tourism strategy across the various industry sectors will be extremely valuable.
“Also, and most importantly, her track record in the area of digital marketing will prove to be a real asset in today’s fast-paced international tourism marketplace,” Matthews-Marsh added.