Joss Croft is CEO of UKinbound, a job he assumed in 2018. UKinbound is one of the most influential trade associations representing the tourist industry and the only trade association that represents the interests of the UK’s inbound tourism sector. It tailors its work to its members through a programme of events and releases insights and data on tourism trends. Croft’s focus is on advocacy for the association’s members and the expansion of UKI’s presence, along with the generation of revenue and growth strategy. Croft describes his 25 years in consumer and trade marketing as “mostly at the interface of public and private sectors”; he spent 13 years with VisitBritain forming campaign strategy, coordinating with government officials and working across 18 European markets; and he was the lead on the award-winning GREAT Britain and NI campaign, as well as for the London 2012 tourism campaigns. Previously, Croft was managing director of marketing at the Department for International Trade, responsible for restructuring marketing and communications operation and developing global cross-channel campaigns
