Cassie Zuill has been named as UK regional manager for Tourism and Events Queensland.
She was most recently head of marketing for Trafalgar, part of The Travel Corporation, following six years at Tourism Australia.
Zuill will start in the role on April 3.
Her appointment follows a 4.3% annual rise in UK visitors to the Australian state to 235,000 in the year to September 2018.
TEQ CEO Leanne Coddington said: “Cassie brings a combination of Australian tourism industry and UK experience to the role, and has worked closely with airlines, trade partners, government stakeholders and tourism operators.
“The appointment underlines our ongoing commitment to the UK market and comes after TEQ formed a new strategic partnership with Tourism Australia in late 2018.
“Working closely with Tourism Australia to ensure Queensland experiences are front of mind is at the heart of our approach in key source markets like the UK.”
Tourism Australia UK and northern Europe regional general manager Sally Cope added: “We know Queensland’s diverse offering continues to be a significant drawcard for Brits when planning a visit to Australia and we look forward to working with Cassie and her team on future initiatives in this market.”