Joss Croft OBE appointed new Chair of the Tourism Alliance

The Tourism Alliance is pleased to announce the appointment of Joss Croft OBE, CEO of UKinbound, as its new Chair.

Joss succeeds Emma McClarkin OBE, who has served as Chair for the past two years, providing outstanding leadership through a period of significant policy change for the visitor economy.

His appointment comes as the tourism sector looks ahead to the Government’s forthcoming tourism growth strategy, widely seen as a key opportunity to reset the policy framework for tourism and unlock further growth across both inbound and domestic markets.

Joss brings extensive experience representing the UK’s inbound visitor economy and has been a longstanding advocate for policies that support growth, competitiveness and the success of tourism businesses across the country.

Eddy Leviten, Executive Director of the Tourism Alliance, said:

“I am delighted to welcome Joss as our new Chair. He brings deep sector knowledge, strong relationships across the visitor economy and a proven track record of effective advocacy. I am looking forward to working with him. I also want to pay tribute to Emma McClarkin, whose commitment and leadership as Chair have been outstanding. Emma has been a great champion for our industry and has done so much to strengthen the Alliance’s voice with government. We are very grateful to her.”

Emma McClarkin, outgoing Chair of the Tourism Alliance, said:

“It has been an honour to Chair the Tourism Alliance and strengthen our industry voice in parliament and beyond. I know with Joss Croft the Alliance is in safe hands for the challenges and opportunities ahead.”

Joss Croft OBE said:

“I would like to thank Emma McClarkin for her outstanding leadership and commitment as Chair of the Tourism Alliance. Emma has been a tireless advocate for our industry and has played a crucial role in strengthening the Alliance’s voice with government during a period of significant change.

“It is a great privilege to take on the role of Chair. At a time of evolving policy, economic uncertainty and increasing competition, it is more important than ever that the visitor economy speaks with a strong and united voice.

“I look forward to working closely with Eddy, the Board, the Advisory Council and our members to ensure the Tourism Alliance continues to champion the interests of the whole visitor economy. Together, we will help shape policy, support sustainable growth and demonstrate the vital contribution tourism makes to the UK’s economy, communities and global reputation.”

The Tourism Alliance represents 60+ organisations across the UK visitor economy, which contributes £147 billion to the national economy, supports 2.4 million jobs and generates £52 billion in tax revenues annually.