In his new role Croft will oversee the marketing programme during VisitBritain's 'You're Invited' celebrity led £100m marketing campaign. He will report to director of marketing Laurence Bresh.
Croft was previously regional director, Europe, for VisitBritain. He has worked in the UK and abroad for the national tourism board, holding the positions of: acting marketing director; head of business, visits and events; manager of Spain and Portugal, as well as manager, strategic partnerships.
Prior to joining VisitBritain in 2000, Croft was marketing manager at Visit London.
Bresh said: "I am delighted to have such an experienced professional leading our marketing team. Joss will be ensuring the marketing programme is relevant and compelling for consumers, delivers for our commercial partners, and on the Government targets of four million additional inbound visitors spending £2bn across Britain."