The English Tourism Council (ETC) has appointed a new chief executive, almost a year after the last incumbent, Tim Bartlett, left the organisation.
Mary Lynch, the Australasian manager of the British Tourist Authority (BTA), will take up the post on March 1.
Lynch will be responsible for developing and promoting the domestic and foreign tourist industry in England.
She will work with ten regional tourist boards, and handle a marketing budget of about &£10m a year.
Lynch takes over from Elaine Noble, who has been acting chief executive since Bartlett’s departure.
Noble did not apply for the full-time position because she wanted to spend more time with her family.
Bartlett is now general secretary of the British Association of Leisure Parks, Piers & Attractions and head of BDO Hospitality Consulting’s tourism division.
The ETC was created last May when the English Tourist Board broke away from umbrella organisation the BTA. The aim was to strengthen the marketing of England as a brand in its own right.
The ETB and BTA previously pooled resources and shared a marketing department, but they now act as separate entities.
The ETC is funded by the Department for Culture, Media & Sport.