VisitBritain names marketing chief

VisitBritain has promoted Laurence Bresh to the role of marketing director.

VisitBritain

He steps up from his current role as regional director for Europe and replaces Michael Bedingfield who left in April to become chief executive of Tourism South East.

Bresh takes responsibility for marketing at the tourism body nearly a year after a restructure which saw the Visit England team spun-off to form an independent stand-alone body with its own marketing budget and chief executive.

In February, the Department for Culture, Media and Sport proposed VisitBritain take on a more “administrative role” with marketing focussed on the individual national agencies.

VisitBritain recently named Sandie Dawe chief executive after Tom Wright left to head the merged Age Concern and Help The Aged.

Bresh was previously general manager for England marketing at VisitBritain where he led a team responsible for the EnjoyEngland marketing strategy and website.

He has also held senior roles at Safeway and the British Tourism Authority.

VisitBritain is responsible for promoting Britain as a tourist destination and for developing the UK’s visitor economy.

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