VisitBritain has announced that current board member Sally Balcombe will become the tourism body’s new chief executive from September, tasked with maintaining Britain’s gathering momentum in the sector.

Britain welcomed 32.9 million overseas visitors in 2013, more than any other year, and it is hoped that Balcombe can to utilise her prior industry experience to continue the upward curve. She was previously MD of British Airways Holidays and of the specialist sun division at TUI, while as commercial director of Opodo and chief marketing officer at Travelport, she “developed a deep understanding of the power of digital and technology to engage and motivate customers,” according to VisitBritain.

Most recently Balcombe has been a VisitBritain board member – a role she will relinquish to become CEO – as well as governor of the Museum of London, commissioner of English Heritage, and non-exec director of travel company Mr & Mrs Smith.

She replaces outgoing CEO Sandie Dawe, who, after more than 20 years at VisitBritain and a hugely-successful five years as CEO, announced she was stepping down in January.

"I’m looking forward to leading VisitBritain in an era in which marketing has become global and digital," said Balcombe.

"VisitBritain is already a high-performing agency with a clear growth strategy for Britain through to 2020. 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."

In other news, culture secretary Sajid Javid has asked VisitBritain chair Christopher Rodrigues if he would be willing to continue beyond the expiration of his current term and Rodrigues is delighted to have agreed.