Sir Michael Lickiss, will head up VisitBritain, formed by the amalgamation of the old British Tourist Authority and the English Tourism Council.

The 69-year-old helped set up international operations at Grant Thornton before moving on to become chairman of the South West Regional Development Agency, marketing such places as Bath and Stonehenge and controlling a budget of £100m.

According to the FT, Sir Michael's first intention will be to implement an 'exciting marketing strategy developed to attract more visitors to Britain and create a strategy to encourage British people to experience more of our wonderful country'.

To find out more about VisitBritain click here.