Tourism Australia has appointed Denise von Wald to the role of regional general manager UK and Northern Europe.
She replaces Rodney Harrex who was in the role for seven years before becoming CEO of the South Australian Tourism Commission, based in Adelaide.
Von Wald will take up the London-based role on August 26.
She joins from Education Adelaide where she was chief executive.
Before that, she held management positions at the South Australian Tourism Commission and was a broadcast journalist and producer at the ABC.
Tourism Australia Managing Director Andrew McEvoy said: "Growth in visitation from the UK has been stymied by global economic factors in recent years.
"However, with the British and Irish Lions tour set to kick off next month, followed by the Ashes cricket series later this year, Australia is set to receive a welcome boost in visitors from the UK in 2013."
