The body, which is soon to appoint its first chief executive, will control its own marketing budget, previously managed by VisitBritain. To date, VisitEngland has existed only as an advisory board within VisitBritain.
Amanda Smith, formerly acting general manager for England at VisitBritain, will be VisitEngland's head of marketing. Although a strategy is yet to be finalised, the Enjoy England brand will be retained for domestic marketing purposes, while a VisitEngland brand will be created to market English tourism overseas.
The English Tourism Council merged with the British Tourist Authority in 2003 to create VisitBritain, while Scotland and Wales have had dedicated tourist boards since 1969.
It has not yet been decided whether VisitEngland will appoint marketing or media agencies. In the interim, activity will be handled in-house.VisitEngland handed standalone status
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