The Department for Culture, Media and Sport has appointed Lady Cobham as the new chair of VisitEngland, the national tourism body.

Lady Cobham will take up the position from 1 April 2009, when Hugh Taylor, the organisation's current chair, steps down from the role.

Taylor said: "Over the past six years, the England executive has achieved real success marketing England and building relationships via the Partners for England forum. The launch of the new VisitEngland, building on this experience, marks the start of a new era for English tourism.

"I have no doubt that Lady Cobham's vision and leadership will drive forward English tourism to a prosperous future."

Lady Cobham currently chairs the British Casino Association and the Art Fund Prize for museums and galleries.

She was also appointed to the board of VisitBritain in 2003, becoming deputy chair in 2005, although she will now relinquish that role following her appointment as VisitEngland chair.

"There is unanimous view that in a devolved environment, England should have a standalone 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."