The appointment was overseen by VisitEngland's chairman, Penelope, Viscountess of Cobham.
The tourism body has just unveiled its first national ad campaign. The £3m campaign launches this weekend with print ads in The Times and The Guardian, with TV executions to follow in May and June.
The campaign, which will continue to use the Enjoy England brand, will comprise a series of aerial photographs of England illustrating the different ways people can spend their time while holidaying in England.
‘This campaign is designed to inspire and stimulate consumers to take day visits, short breaks and holidays in England this year based on the range of experiences and value on offer. VisitEngland is keen to work with England's tourism industry, from destination marketing partners to tourism businesses, to help this campaign deliver its full potential,' said Amanda Smyth, VisitEngland's head of marketing.