Bedingfield, who was only appointed to the role in September, will officially leave his position on 1 June. Prior to joining VisitBritain, he was head of brand marketing at P & O Cruises. VisitBritain will launch a recruitment drive for a replacement shortly.
TSE chairman John Williams believes that Bedingfield has ‘substantial experience of the tourism sector', and ‘can create a strong platform to take full advantage of the opportunities to come especially in the run up to the 2012 Games'.
A February report by the Department for Culture, Media and Sport (DCMS) announced that VisitBritain is to adopt ‘a more administrative role'. In turn, Britain as a destination brand is to be phased out from international tourist marketing.
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