VisitEngland, the tourism body for England, has appointed James Berresford as its first chief executive.
Berresford has joined the organisation from the Northwest Development Agency, where he worked as director of tourism.
VisitEngland chairman Penelope, Viscountess Cobham, said Berresford was joining the body at vital time in its development.
"His experience of the regions, both in the North West and with the totality of the Regional Development Agencies, will be invaluable as we formulate our national strategy with our key partners," she said.
Berresford added: "While the current economic climate presents challenges to our industry, a real opportunity lies in that fact that significant numbers of Brits are considering replacing last year's overseas trips with a holiday or short break at home this year."
VisitEngland today unveiled its first national advertising campaign, which will continue to use the Enjoy England brand.
The campaign, which will include print and TV ads, has been designed to inspire consumers to take day visits, short breaks and holidays across England.
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By Kerstin Kühn
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