He was recently acting marketing director for the organisation until the appointment of Laurence Bresh to the post last month.
Croft will be based in London and oversee the operations of 15 offices across Europe.
He is the former head of business visits and events at VisitBritain and ahs also worked in sales and marketing positions at Visit London and Disneyland Paris Resort.
VisitBritain recently overhauled its management structure after its Visit England department was split out to become a separate body with its own management team and funding.
Sandie Dawe was appointed chief executive of the organisation.
She says: “Joss will be an invaluable addition to our international leadership team. His close working relationship with our strategic and trade partners, coupled with a strong commercial and sales background place him in a strong position to ensure we build value and deliver benefits for the nations and regions, our commercial partners and overseas customers.”