The Mersey Partnership, the tourist board for the Liverpool city region, has appointed David Andrews as director of visitor economy to oversee development of the area's £1.3bn sector.
Andrews will take up his new post on 30 March 2010 following completion of a contract for the Abu Dhabi Tourist Authority.
He said: "With the city of Liverpool at its heart, the region is right up there among the world's very best destination brands and I am thrilled to have the opportunity to join The Mersey Partnership. Delivering the full potential of the visitor economy in terms of creating new jobs and opportunities across the city region is going to be an exciting challenge for everyone involved in the sector."
Andrews previously worked for the UK's national tourist body Visit Britain and its forerunner the British Tourist Authority for over 16 years. During this time he managed their offices in Chicago, Singapore and Amsterdam for eight years.
TMP chief executive Lorraine Rogers said: "David's knowledge and experience of virtually every aspect of developing successful and appealing visitor destinations, and forging a strong allegiance among partners, is extensive. He has a wealth of international experience in Asia, North America and Europe that is very relevant to the ambitions and strategy for the Liverpool city region's visitor economy."
Liverpool and the surrounding area has the potential to generate £2bn visitor spend by 2020 and support the creation of 14,000 new tourism jobs, according to TMP's Visitor Economy Strategy to 2020.