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The man who has led VisitBritain’s overseas network for five years now has a new job – bringing a million visitors to Jersey before 2030 and achieving annual visitor spending of £500 million.
Keith Beecham has been appointed chief executive of the new tourism body for the Island, Visit Jersey. He beat 38 applicants to the job, and was the “clear choice” of the interviewing panel according to Visit Jersey chairman John Henwood.
Visit Jersey is the latest attempt to invigorate the tourism industry by handing over the funds given to the old Tourism department to a new independent body, under new leadership.
Mr Beecham said: “This is a really exciting opportunity to grow tourism in Jersey, a destination that has so much to offer. The Board of Visit Jersey is determined to forge a new deal for tourism and I look forward to leading the new entity to create a clear growth strategy through to 2020 and beyond.
“I’m aware the local industry has strength in depth and I look forward to working closely with its members.
“My destination marketing and commercial experience means that I understand the need to focus on customers, target our marketing to inspire them to visit and explore Jersey, and work seamlessly with government and private sector partners to ensure we deliver growth for Jersey."
After an early career in marketing in international finance, Mr Beecham joined VisitBritain working in Japan and Hong Kong as well as London. He has, for the last five years, been Director Overseas Network; responsible for VisitBritain’s global business, trade marketing including product development and VisitBritain’s commercial business. He is also a non-executive board member of UKinbound - the travel trade association that focuses on the UK's inbound tourism sector.
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