The UK’s consumer and trade association representing the USA has appointed a new chief executive at a time when membership is at its highest and the USA remains the UK’s top outbound leisure travel destination.

Tracey Spuyman, previously founder and managing director of the marketing agency Teamspirit which is now part of Chime Communication, has joined to lead the Association as it develops new programmes and activities for its 200-strong membership.

Spuyman brings experience of the US travel market as associate editor of a number of Phoenix International Publishing’s consumer publications outside the UK.

Commenting, Jonathan Sloan, chairman, Visit USA Association, added: “We welcome Tracey Spuyman as our new Chief Executive Officer at this exciting time for the Visit USA Association.

“Throughout our 16-year history, we’ve grown consistently to become the largest Visit USA Association in the world. 

“Our voluntary Board is very active and chairs various committees to develop services for members as they continue their efforts to increase destination awareness of the United States of America.

“New for 2015 will be the expansion of consumer show attendance, social media activity, a stand alone Media Awards event as well as an enhanced website.

“Tracey has the experience to drive the organisation forwards at both a strategic and operational level and we are delighted to have her working with us.”

Member organisations range from individual states, tour operators, car hire, train companies, motor homes, attractions, airlines and cruise-lines, all aiming to increase their visibility and sales in the UK market.

The Association arranges a calendar of activities for its members to drive business and enhance their profiles with the consumer and trade communities.