Tony Mason will manage LATA’s operations and business activities, marketing promotion and sponsorship while building relations with key partners and growing the membership.

Mason is a former chief executive of the Falkland Islands Tourist Board, where he strengthened air links and oversaw campaigns to raise awareness of the destination. Prior to this, Mason was managing director at U Can Fly Ltd, trading as LycaFly.com. He was also managing director of RSVP Vacations.

He will support the LATA chair Byron Shirto and the association’s executive committee.

Mason said: “I am extremely excited to have been selected as the new CEO for LATA and I am looking forward to leading the association through the next stages of growth. We have an excellent opportunity to grow the tourism sector in Latin America, whilst supporting our membership and developing business partnerships that will prove vital to our future success.”

Shirto added: “Over the last few years, we have seen an increased appetite from UK consumers wanting to travel to Latin America, which is very encouraging. The creation of this role and the appointment of Tony Mason reflects this positive growth, and our bold and ambitious plans for the future. LATA is delighted to have Tony on board to steer these plans.”