King will lead the escorted touring specialist’s agent sales operations and develop relationships with key trade partners.

During the coming year, he will also spearhead the roll-out and growth of Wendy Wu’s new incentives and educational programme, seen recently with the launch of its Wu Breakaways scheme.

Wendy Wu said King would be the “first of several key hires” for the company as it accelerates growth through the trade and his appointment follows “unprecedented demand” as Japan reopened its borders to international tourist groups earlier this month.

King, who will report to global chief executive Glen Mintrim, brings more than 30 years of travel and senior management experience to his new role.

“The trade has been fully supportive of us over the past 18 months, and now that borders have reopened and travel is back, our commitment to our agents and trade partners has never been stronger,” said Mintrim. 

“We’re supporting our agents and responding to the demand by strengthening and developing our trade team, with a series of new roles that come into play over the next 12 months. Gary’s appointment is the first of these integral new roles and with his track record and international experience, we are thrilled to have him onboard.”

King said he saw “a tremendous opportunity” to grow Wendy Wu’s team and develop its “extremely important” trade business and agent relationships.

“Wendy Wu’s brand, values and proven delivery models are facets I have respected throughout my entire career, and I am excited to be onboard and part of this outstanding team that will take the touring experience for our agents to the next level.”