Sandie Dawe has been promoted to chief executive of VisitBritain, moving up from the role of deputy chief executive.
She joined the former British Tourist Authority from the London Tourist Board in 1991.
Dawe, awarded the MBE last year for services to tourism, has held a variety of positions in VisitBritain in communications, PR, policy, marketing and strategy.
Her early career included working for the Book Marketing Council and the BBC World Service.
Dawe said: “It will be a real privilege to lead VisitBritain in its support of the tourism industry in the toughest economic climate in years, to win market share for Britain and to ensure that tourism is recognised as an important British industry’
VisitBritain chairman Christopher Rodrigues said: “The nomination committee interviewed a number of skilled candidates and was unanimous in its view that Sandie has the best combination of knowledge, experience, insight, creativity and leadership skills to do the job.
“More importantly, in Sandie these skills are combined with a passion for promoting Britain and its nations and regions which the Board regards as an essential quality in the VisitBritain CEO’.
Rodrigues relinquishes his executive responsibilities and revert to the role of chairman.
by Phil Davies
