VisitBritain has restructured its operation to improve the way it sells the country to tourists around the world.

The organisation, which is also in charge of marketing England to the Brits, has amalgamated its international marketing and overseas operations divisions.

Britain International, as the merged divisions will now be known, will be headed by Roger Johnson until his retirement next year. It will take on some areas of international marketing, such as business to business marketing.

Tom Wright, chief executive of VisitBritain, said: “We will launch an updated three-year strategy for international marketing later this year. The new division has been developed to reflect this, and it will increase the focus of the international marketing of Britain in 36 markets.”

As part of the shake-up international marketing director Kenny Boyle will become commercial and marketing services director.

VisitBritain said none of its existing overseas offices would be affected by the restructure.

By Chris Druce

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