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Former managing director of British Airways Holidays, Sally Balcombe, has been appointed CEO of VisitBritain.
Balcombe has recently held a variety of positions including governor of the Museum of London, commissioner of English Heritage, and non-executive director of Mr & Mrs, the boutique hotel booking website.
She replaces Sandie Dawe, who has stepped down after five years in the role.
Balcombe said: “VisitBritain is already a high-performing agency with a clear growth strategy for Britain through to 2020. My commercial experience and time as a board member means that I understand the need to focus on our customers, target our marketing to inspire them to explore Britain and work seamlessly across public and private sector partners to ensure we continue to deliver our ambitious plans for growth.”
Christopher Rodrigues, chairman of VisitBritain, said that Balcombe is taking on “the most exciting tourism marketing job in the world.”
He added: “Sally inherits a great team and an organisation that has shown it can deliver results and ensure Britain remains competitive in international markets. Our inbound tourism figures continue to break records and the GREAT marketing campaign continues to raise the aspiration to travel to Britain.
“Our partnership marketing campaigns deliver the great deals that turn aspirations into bookings. The challenge now is to ensure that inbound tourism, Britain’s fifth largest export industry, continues to deliver jobs and growth across the country in partnership with our strategic partners, The National Tourist Boards.”
