The Tourism Innovation Group (TIG), a collection of more than 50 private businesses in Scotland, has appointed Robin Worsnop as chairman.
Worsnop is managing director of small-group tour operator Rabbie's Trail Burners.
He is also involved with the Pride and Passion for Scotland movement and the Edinburgh Capital Group.
His appointment comes after two years spent on the TIG management team, during which time he has championed the sustainability sub group.
Worsnop replaces Bob Kinnaird from ski operator Cairngorm Mountain, who held the position for two years.
Worsnop said: "TIG is leading the way in developing the Scottish tourism and allowing this inspiring country to compete effectively in the world's marketplace."
By Chris Druce