VisitBritain, the strategic body for inbound tourism, has named Sally Balcombe as the organisation’s next Chief Executive Officer, following a competitive appointment process and with the full support of all board members, according to Chairman Christopher Rodrigues. She has been Managing Director of British Airways Holidays and of the specialist sun division at TUI. As Commercial Director of Opodo and Chief Marketing Officer at Travelport, she has developed an understanding of the power of digital and technology to engage and motivate customers. Most recently she has been a Board member of VisitBritain, Governor of the Museum of London, Commissioner of English Heritage and Non-Exec Director of Mr & Mrs Smith while also advising a number of businesses focusing on the digital area.