Former VisitBritain CEO Sandie Dawe is becoming a board member of the official promotional company for London.
She is joining London & Partners after leaving the national tourism agency.
Dawe spent 23 years at VisitBritain, becoming CEO in 2009, before standing down earlier this year.
London & Partners chair Kit Malthouse said: “Sandie originally started out working for the London Tourist Board so it is great to welcome her back.
“She brings with her unrivalled experience in the tourism sector which will be invaluable in driving further growth in visitor figures for London and help us forge new strategic relationships both in the UK and abroad.
“We hope Sandie can continue to use her experience and knowledge to help encourage more people to visit London and the UK, as she has done so successfully in the past.”
Dawe said: “London & Partners is doing brilliant work attracting tourists from the UK and abroad to visit this amazing and vibrant city.
“I have been very impressed by recent successes including their launch of the London Story tourism campaign and also the launch of the city’s cultural season this autumn which, for the first time, brought together London’s biggest cultural institutions to jointly promote the city.
“I look forward to engaging in the breadth of London & Partners work which addresses inward investment, education, and promoting London for business and major events.
“I’ve lived in London for nearly all my working life and love the city. It constantly reinvents itself and I believe it’s the best city in the world to live, do business, study and visit.”