New VisitBritain CEO named
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Sally Balcombe has been named as the new CEO of VisitBritain.
Balcombe was previously managing director of British Airways Holidays and of the specialist sun division at TUI, as well as commercial director of Opodo and chief marketing officer at Travelport.
Most recently she has been a board member of VisitBritain, Governor of the Museum of London, Commissioner of English Heritage, and non-executive director of Mr & Mrs Smith whilst also offer advice on digital strategy.
“I’m delighted to take on this role and am looking forward to leading VisitBritain in an era in which marketing has become global and digital. VisitBritain is already a high-performing agency with a clear growth strategy for Britain through to 2020,” said Balcombe. “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.”
Christopher Rodrigues added: “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.”
Rodrigues has extended his term as chairman.
Sandra Matthews-Marsh MBE, chairman of the Tourism Society said: “The Tourism Society welcomes the arrival of Sally Balcombe as VisitBritain’s CEO. Her wide experience of tourism strategy across the various industry sectors will be extremely valuable. Also, and most importantly, her track record in the area of digital marketing will prove to be a real asset in today’s fast-paced international tourism marketplace.”
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