Croft’s appointment completes a restructure at VisitBritain that began last year with a focus on creating a more commercially-minded organisation.
He was previously regional director for Europe and has also led business visits and strategic partnership teams at VisitBritain. He has also worked in sales and marketing for Futuroscope Poitiers, Disneyland Paris and the London Tourist Board.
The “You’re Invited” celebrity-led TV campaign, to be unveiled later this month, begins the roll out of a £100 million marketing programme in partnership with the private sector to take place over the next four years.
Laurence Bresh, director of marketing, says: “Joss will be ensuring the marketing programme is relevant and compelling for consumers, delivers for our commercial partners and on the Government targets of 4 million additional inbound visitors spending £2 billion across Britain.”