UKinbound, the trade association representing the interests of the UK’s inbound tourism sector, has announced the appointment of its new chief executive, Deirdre Wells.

Wells joins UKinbound on March 4th 2014 from the department of culture, media and sport, where she is the government’s head of tourism.

She has worked at the department for the 20 years, holding a number of high profile positions, having been appointed to her current position in April 2011.

Wells has been instrumental in the delivery of the government’s GREAT campaign – an ambitious and far-reaching marketing campaign that aims to help the world discover why Britain is such a great place to visit, study, work, invest and do business.

She said: “I am absolutely thrilled to be taking up this exciting role. International tourism to the UK is currently booming, contributing hugely to the country’s economic recovery.

“Through my work on major events such as the Millennium Dome, the Olympic and Paralympic Games, Liverpool Capital of Culture and more recently, as the government’s head of tourism, I have been extremely impressed with the capacity of our industry to grow, innovate and respond to customer demand.

“I look forward to working closely with members of UKinbound and the wider tourism sector to champion the cause of inbound tourism and to put the UK firmly at the top of the international visitor’s ‘must see’ list.”