Regional tourism body Shakespeare’s England has announced the appointment of a new chief executive as it gears up for a landmark year.

Shakespeare’s England – the tourism organisation for Stratford-upon-Avon, Warwick, Kenilworth, Royal Leamington Spa and surrounding areas – will be helmed by Helen Peters from 30 November. The body is currently in full flow preparing for 2016, with the 400th anniversary of Shakespeare’s death expected to provide a major boon for tourism.

Peters, formerly deputy director of tourism for Bicester Village, will take over from outgoing head Robin Tjolle. She brings with her 30 years of experience in tourism, working in sales and marketing for several leading leisure companies. She is also a past board member for Shakespeare’s England.

“I am absolutely delighted to be joining the team at Shakespeare’s England as the new chief executive, especially at such a significant time,” said Peters.

“I look forward to working together with all our partner organisations to ensure that as a destination, we make the most of being in the world’s spotlight.

“I am fortunate enough to have been involved with the organisation since its inception and am very much looking forward to steering it through the next stage of its development. These are exciting times."

David Collins, chair of Shakespeare’s England and Royal Shakespeare Company head of marketing said Peters’ wealth of experience would be invaluable in driving the body forward and also paid tribute to the outgoing Tjolle.

“I would also like to thank Robin Tjolle for all he has done for Shakespeare’s England over the last three years – from its origins to a fully fledged organisation,” said Collins.

“He leaves us in the enviable position of being recognised by our national tourist bodies as one of the country’s leading tourist destinations.”

To read a feature from Leisure Opportunities on the tourism preparations ahead of the 400th anniversary of Shakespeare’s death, click here (pages 12-13)