Sir Michael Lickiss has been appointed as Britain's new tourism chief.

Recently retired as the first chairman of the South West England Regional Development Agency and the lead spokesman for all RDA's for tourism since 2001, Sir Michael replaces David Quarmby as the chairman of the British Tourist Authority, as it prepares to merge with the English Tourism Council to form a the new national tourism body.

Launching 1 April, the aim of the new body will be to improve the marketing of Britain as a tourist destination oversees, build a new marketing force for England and encourage people in Britain to take holidays here.