Thraenhart, a tourism veteran of 26 years, emerged as top candidate from an initial pool of 178 from around the world. 

His appointment comes as the BTMI transitions to become a more commercial marketing enterprise.

Thraenhart, a German Canadian, is an expert in China outbound tourism, having co-founded travel technology agency Dragon Trail, and chaired the China Chapter of the Pacific Asia Travel Association while living in Beijing for five years. 

He was most recently executive director of the Mekong Tourism Coordinating Office, where he spent almost eight years. Thraenhart is an MBA graduate of Cornell University and is currently completing a doctoral thesis.
 
BTMI chair Roseanne Myers said: “We believe that coupled with Jens’ international tourism experience, proven track record in strategy execution and entrepreneurial perspectives, the BTMI will emerge from this period of the pandemic a much stronger, high-performing destination marketing company that brings increased benefit to our industry and the wider economy.”