UKinbound has named Joss Croft as its CEO, replacing Deirdre Wells, who stepped down from the role last month.

Croft brings with him more than 25 years of senior leadership experience, spanning positions at the Department for International Trade (DIT) and VisitBritain.

He is currently director of network communications at the DIT, having been managing director of marketing at DIT and its predecessor, UK Trade and Investment.

Prior to his stint at DIT, Croft spent 16 years at VisitBritain, holding a number of senior positions, including head of business visits and events and marketing director. At VisitBritain, he was instrumental in implementing the global GREAT Britain campaign and was also credited for forging strong working relationships with a variety of UK institutions and international destinations.

During his early career, Croft also held posts at the London Tourist Board and Convention Bureau (now London and Partners), Parc du Futuroscope and Disneyland Paris Resort.

“This is a fantastic opportunity to represent UKinbound at this critical time for Britain’s international tourism industry," Croft said.

"Tourism provides jobs and growth across the whole of the UK and represents nearly 10 per cent of all UK GDP.

"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 at UKinbound on 26 November 2018.

Established in 1977, UKinbound is a trade association representing the interests of the UK’s inbound tourism sector and has around 400 members.