The council, which met for the first time on Monday (20 January), is working towards the government’s previously announced ambition for the UK to receive 50 million international visitors a year by 2030 – an increase of around 10 million from present.

The VEAC differs from the existing Tourism Industry Council, which tourism minister Sir Chris Bryant has pledged to have more of an outbound focus. VEAC is co-chaired by Bryant and Karin Sheppard, IHG Hotels and Resorts managing director for Europe.

Together with Dame Irene and BA’s Doyle, other members include UKinbound chief executive Joss Croft, Clia chief executive Andy Harmer, and Manchester Airports Group chief executive Ken O’Toole.

While the committee will mainly look at boosting inbound, the government said it “will also focus on outbound travel to ensure all tourists have the best possible experience when travelling”.

Bryant said: “A key part of the government’s growth strategy for the tourism sector is increasing visitor numbers outside of London. The capital is a fantastic draw for foreign visitors, bringing in tens of millions of them each year, however the council will look at ways to attract more people to other cities and regions.”

He added the first meeting discussed the sector’s performance across domestic, international and outbound markets and how to support the government’s growth plans.