A NEW tourism body being launched to showcase York as a must-see leisure and business destination has named its new chief executive.

Gillian Cruddas, who has headed York Tourism Bureau for 12 years has accepted the new role with Visit York, which is being launched in April.

York Tourism Bureau, City of York Council and the York Hospitality Association are joining forces to form the single tourism organisation for the city.

It will work with businesses, Yorkshire Forward and Yorkshire Tourist Board, to promote the city and secure investment to develop the quality of what it has to offer.

Welcoming the "exciting opportunity", Gillian said: "This position will encompass a much wider remit, bringing market research, investment, training, product development and marketing under one umbrella for the first time in York's history, creating a stronger more integrated approach to tourism.

"With vision, a dynamic board of directors and strong support from businesses and residents, we have a winning combination."

John Yeomans, Visit York chairman, said: "Gillian will bring unrivalled assets to this post and has an impressive portfolio of experience and a proven track record in destination marketing.

"Her enormous tourism knowledge and expertise will help drive York's continued success."

Before joining York Tourism Bureau, Gillian was a tourism officer for Hull. She is a former president of York and North Yorkshire Chamber of Commerce, a former director of York Theatre Royal and is a trustee of the Joseph Rowntree Society.