Croft brings with him over 25 years of senior leadership experience spanning positions at the UK department for international trade and VisitBritain, and a strong understanding of international business and the visitor economy.
Currently Croft is director of network communications at the department for international trade, having been managing director of marketing at the department and its predecessor, UK Trade and Investment.
Here he has delivered highly successful trade and investment promotion and trade policy marketing communications for the UK government, and built a strong UK proposition in key industrial sectors.
Prior to this Croft spent 16 years at VisitBritain, holding a number of senior positions, including manager Spain and Portugal and head of business visits and events as well as latterly marketing director.
In this role he was instrumental in implementing the global ‘Great’ Britain campaign.
He also forged strong working relationships with a variety of UK institutions and international destinations.
Croft commented: “I am absolutely thrilled to have been given this fantastic opportunity to represent UKinbound at this critical time for Britain’s international tourism industry.
“Tourism provides jobs and growth across the whole of the United Kingdom and represents nearly ten per cent of all UK GDP.
“Without question, the UK is the best destination in the world, and I look forward to working with the association’s membership and colleagues to build on its success in the coming years.”
Croft will begin his new role on November 26th.