The association said Kenward would bring nearly 30 years’ travel industry experience across destination marketing, PR and promotions to the role, as well as her learnings from leading some of travel’s largest membership propositions.

She is a former executive director of Aito where contributed to raising the association’s brand and lobbying profile, while leading on its strategic and digital transformation.

For the past 18 months, Kenward has served as a board director at the African Travel and Tourism Association (Atta), and latterly took on the post of managing director.

"Kate brings a wealth of tourism knowledge and association experience to the chief executive role, along with a passion for travel and the US," said the association. "As consumer interest in travel to the US surges post-pandemic, Kate will be charged with ensuring the association remains visible and relevant."

Julie Greenhill, chair of the Visit USA UK Board, added: “This is an exciting time for the Visit USA UK we welcome Kate’s breadth of association and tourism experience and look forward to raising the Visit USA UK’s profile under her leadership.

"The past two years’ have been particularly challenging for our membership, and it is essential we help them to maximise every opportunity.”