VisitBritain marketing director Michael Bedingfield is leaving to become boss of Tourism South East.
He is due to take over as chief executive on June 1 replacing Bob Collier, managing director since the formation of the body from the merger of the Southern and South East England Tourist Boards in 2003.
Collier is leaving to become chief executive of the Aberdeen and Grampian Chamber of Commerce.
Tourism South East chairman John Williams said: "Mike has substantial experience of the tourism sector, including former roles with P&O Cruises, Avis and Thomas Cook, prior to his role at VisitBritain.
“This experience will be invaluable to TSE as we work to ensure that the region’s tourism industry can survive and indeed prosper in the current economic climate, and create a strong platform to take full advantage of the opportunities to come, especially in the run up to the 2012 Games.
“Bob Collier leaves the legacy of a strong, talented and effective organisation that has delivered for tourism across the South East. We all thank him for his achievements.”
Bedingfield said: “I am delighted to be joining TSE at such an important time for tourism.
“2009 is the year to holiday at home and the South East is a fantastic area for tourism, with so much variety and so easy to get to.
“Growing up in Hampshire and Sussex, I am passionate about the region and I look forward to working with all our partners to develop our tourism offer, and make the most of the huge potential I can see."
