VisitBritain has appointed Sally Balcombe as chief executive officer, following a "competitive appointment process".
Balcombe was previously managing director of British Airways Holidays and the specialist sun division of TUI, commercial director at Opodo and chief marketing officer at Travelport.
Most recently she has been a Board member of VisitBritain, governor of the Museum of London, commissioner of English Heritage, and non-exec director of Mr & Mrs Smith.
"I’m delighted to take on this role and am looking forward to leading VisitBritain in an era in which marketing has become global and digital," said Balcombe.
"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."
Meanwhile, Rodrigues has agreed to continue as chair beyond the expiry of his current term.
