Croft is currently director of network communications at the Department for International Trade, having been managing director of marketing at DIT and its predecessor, UK Trade and Investment.
He takes over from Deirdre Wells, who left in August to become chief executive of destination management organisation Go To Places, responsible for the promotion of Visit Kent and Visit Herts and to chair The Tourism Alliance.
Croft brings more than 25 years of senior leadership experience spanning positions at DIT and VisitBritain. He spent 16 years at VisitBritain, holding a number of senior positions, including manager Spain and Portugal and head of business visits and events as well as latterly marketing director, where he implemented the global GREAT Britain campaign.
He said: “I am absolutely thrilled to have been given this fantastic opportunity to represent UKinbound at this critical time for Britain’s international tourism industry. Tourism provides jobs and growth across the whole of the United Kingdom and represents nearly 10% of all UK GDP.
“Without question, the UK is the best destination in the world, and I look forward to working with the association’s membership and colleagues to build on its success in the coming years.”
Croft take up his new post on November 26.
