VisitEngland appoints first chairman

by Alex Brownsell, marketingmagazine.co.uk 19-Dec-08, 14:50

LONDON - Penelope, Viscountess Cobham has been appointed chairman of fledgling tourism body VisitEngland. Lady Cobham will take up the role in April 2009, when the new organisation officially comes into existence.

Lady Cobham, who also currently chairs the British Casino Association and the Art Fund Prize for museums and galleries, will stand down from her position as deputy chairman of VisitBritain. She was appointed to that role in 2005.

As revealed in Marketing in October, it was announced that a standalone body would be created to specifically represent the interests of English tourism.

Although VisitEngland had previously existed within VisitBritain as an advisory board, the new body will enjoy an independent marketing budget and managerial structure.

Amanda Smith, formerly acting general manager for England at VisitBritain, will be VisitEngland's head of marketing, and Jenny McGee has been appointed head of strategy. A chief executive will be announced in the coming weeks.

The Enjoy England brand will be retained for domestic marketing purposes, while a VisitEngland brand will be created to market English tourism overseas.