Having been asked, by the Secretary of State for Culture, Media and Sport to extend his term as Chairman of national strategic agency for inbound tourism, VisitBritain, Christopher Rodrigues has announced the appointment of Sally Balcombe as the organisation’s next Chief Executive Officer.
Balcombe replaces Sandie Dawe who leaves after five years in the role.
Balcombe comes from a background in the global travel sector having been MD of British Airways Holidays and of the specialist sun division at TUI.
Balcombe developed digital and technology strategies for both Opodo and Travelport and was already on the Board at VisitBritain.
Rodrigues said: “This has to be as the most exciting tourism marketing job in the world. Sally inherits a great team and an organisation that has shown it can deliver results and ensure Britain remains competitive in international markets.
“The challenge now is to ensure that inbound tourism, Britain’s fifth largest export industry, continues to deliver jobs and growth across the country in partnership with our strategic partners, the National Tourist Boards.”
Balcombe said she was “delighted” to take on the role.
“I am looking forward to leading VisitBritain in an era in which marketing has become global and digital. My commercial experience and time as a Board Member means that I understand the need to focus on our customers, target our marketing to inspire them to explore Britain and work seamlessly across public and private sector partners to ensure we continue to deliver our ambitious plans for growth,” she said.
Do you have news for CN? Email: Paul Colston