Zuill, said the tourist board, will bring significant experience working with the trade, airlines and operators to the role.

She previously spent six years working for Tourism Australia. Zuill will take up her new role on April 3.

Leanne Coddington, Tourism and Events Queensland chief executive, said Zuill’s appointment underlined its commitment to the UK market following the launch of its new strategic partnership with Tourism Australia last year.

“Cassie brings a combination of Australian tourism industry and UK experience to the role, and has worked closely with airlines, trade partners, government stakeholders and tourism operators,” said Coddington.

“Working closely with Tourism Australia to ensure Queensland experiences are front of mind is at the heart of our approach in key source markets like the UK.”

Sally Cope, Tourism Australia regional general manager UK and northern Europe, added: “We know Queensland’s diverse offering continues to be a significant drawcard for Brits when planning a visit to Australia, and we look forward to working with Cassie and her team on future initiatives in this market.”