Sandie Dawe, the former chief executive of VisitBritain, has been appointed as a board member of London & Partners, the mayor’s official promotional company for the city.
Dawe, who was at VisitBritain for 23 years, brings with her a wealth of experience in the tourism sector and takes up the position today.
She was appointed chief executive at VisitBritain in 2009 and during her tenure tourism across the UK experienced a significant increase with a record 33 million visitors in 2013 and a 13 per cent increase in tourism spend.
Kit Malthouse, chair London & Partners, said: “Sandie originally started out working for the London Tourist Board so it is great to welcome her back.
“She brings with her unrivalled experience in the tourism sector which will be invaluable in driving further growth in visitor figures for London and help us forge new strategic relationships both in the UK and abroad.
“We hope Sandie can continue to use her experience and knowledge to help encourage more people to visit London and the United Kingdom, as she has done so successfully in the past.”
Dawe joined VisitBritain from the London Tourist Board in 1991 and became director of strategy and communications in 1996.
Having led VisitBritain’s support of the London 2012 Olympics bid, in late 2008 she took on a new role with responsibility for the development of VisitBritain’s strategy to maximise the UK-wide tourism opportunities of the London 2012 Olympic and Paralympic Games.
Dawe grew up in Sri Lanka and was educated in Scotland, graduating from Edinburgh University with MA in German and English Literature.
Commenting on her appointment Dawe said: “London & Partners is doing brilliant work attracting tourists from the UK and abroad to visit this amazing and vibrant city.”