VisitBritain/VisitEngland deputy chief executive Patricia Yates is stepping up to take the reins of the tourism body on an interim basis.
She takes up the role of chief executive after incumbent Sally Balcombe leaves on April 8.
The aim is to ensure “a smooth transition for the organisation and the industry”.
The appointment was announced at a ‘rebooting the visitor economy’ event for industry leaders.
Applications for the role of VisitBritain/VisitEngland chief executive closed on March 20 with a permanent appointment expected in the summer.
British Tourist Authority chair Dame Judith Macgregor is leading the recruitment process.
The change comes as VisitBritain’s latest forecast estimates that inbound tourism numbers will reach 21.1 million, just 52% of pre-pandemic 1019 levels, with spending of £16.9 billion, 59% of 2019 despite the lifting of all of the UK’s Covid travel restrictions.
Tourism is usually worth more than £127 billion to the economy, the UK’s third-largest service export.
Dame Judith said: “I am very pleased to announce that Patricia Yates has agreed to step up to CEO in the interim, ensuring a smooth transition for the organisation as well as for the industry.
“Under Patricia’s leadership and experience I am confident that we can make great progress as we continue to support the industry as recovery begins to get underway.”
Yates added: “I am honoured to be stepping up as CEO, continuing our focus on building back visitor spend as quickly as possible and supporting the industry, playing our part to deliver the ambitions of the UK government’s tourism recovery plan.
“We know there is pent-up demand for travel, Britain is a destination that people want to visit and in 2022 we have a year of landmark events.
“Our tourism businesses have innovated to survive through a myriad of restrictions and now is the time to drive the visitor recovery.
“I look forward to continuing to working with all our stakeholders, rebuilding our industry to ensure it is one of the most successful and productive sectors of the economy and to making the strongest possible case for one of the UK’s greatest sectors.”