In the new role, Weatherby will report to senior commercial manager Kerri Thorpe and operate as part of the association’s commercial team.

Weatherby will be responsible for engaging and managing relationships with a portfolio of partners, primarily tourist boards and accommodation providers, developing existing relationships and securing new partnerships.

Most recently, Weatherby worked for bed bank Ratehawk, and prior to that Group Promotions, where he looked after sales and marketing for hotels in Saint Lucia. He has also held roles with Aviareps and South African Tourism.

"Adam brings to the role extensive experience and contacts from working with tourist boards, representation agencies and accommodation providers and has a great track record of building robust long-term partnerships," Thorpe said.

"He will be a strong addition to our growing team, giving us further opportunities to maximise our offering to members, whilst supporting our existing important tour operator partnerships."

Wetherby said he can "see clearly" the benefits and opportunities of tourist boards and trade partners partnering with Advantage through the "breadth and reach" of the brand’s marketing activity.