Lady Cobham has been appointed as the new chairman of the national tourism body, VisitEngland. She will take up the post from 1 April 2009 when the current chair, Hugh Taylor, steps down after six years in the role.

Tourism Minister Barbara Follett announced the appointment, saying: "Penny Cobham already has extensive and valuable experience of the tourism industry and I'm looking forward to working with her as she takes up this important post at VisitEngland.

"The tourism industry as a whole has a challenging time ahead of it. However there are also great opportunities to be maximised, if we are to make the most of the once in a lifetime chance offered by the 2012 Olympic and Paralympic Games.

"I would also like to thank Hugh Taylor, the outgoing Chair of VisitEngland for all he has done over the last six years and I wish him all the very best for the future."

Lady Cobham said: "There is a unanimous view across the sector that in a devolved environment, England should have a stand alone strategic leadership body which truly represents the private and public stakeholders of English tourism to advance England's products and services for both overseas and domestic visitors. I am thrilled to have the opportunity to chair VisitEngland and it is hoped that a Chief Executive will be announced soon."

Lady Cobham chairs the British Casino Association as well as the Art Fund Prize for museums and galleries, the largest of the UK arts prizes, and is a board member, trustee or consultant to a number of public bodies and private businesses. Having previously served on the board of the English Tourist board, she was appointed to the Board of VisitBritain in 2003, and named as its deputy chairman in 2005, from which she will stand down in order to take up the VisitEngland role.