Francine Sheridan has been promoted to regional vice-president for Europe and the Middle East by Los Angeles Tourism & Convention Board (LA Tourism).
Sheridan was previously the tourism board’s Europe and Middle East regional director, and has been in the company for more than 20 years.
During this time, her role has expanded to include France, Germany, Italy, Scandinavia, Spain and the Middle East, as well as leadership of the London office.
The tourism board said her promotion “reflects her increased responsibilities across the continents”.
Additionally, LA Tourism has increased the size of its London team by appointing Lisa Preece as manager of European communications. Preece previously worked for Visit London and SeaWorld Parks and Entertainment.
Sheridan said: “I have loved seeing our regional office’s achievements over the years. The travel trade has been very receptive to the opportunities we have created and shown great enthusiasm to learn and sell and exciting array of new Los Angeles products, continually delighting their customers.
“We are fortunate to have a healthy amount of direct airlift to Los Angeles from the UK and Ireland, and I value working with airlines to support route development to LAX airport which is vital to our destination’s growth.”
The appointments follow chief of LA Tourism Adam Burke’s prediction that the city could match or exceed pre-pandemic visitor numbers from the UK and Ireland following the easing of testing requirements for arrivals.