AN experienced tourism boss is set to bring her expertise to a brand new role created to energise North Yorkshire’s visitor economy.

Aviva Pearson has been appointed as the new chief executive for both the Yorkshire Dales and Harrogate Tourism Partnership and the Moors and Coast Tourism Partnership.

Formerly director of tourism for the English Riviera Tourist Board, she has a wealth of international marketing experience which spans the travel, civil and structural engineering industries.

Her previous experience also includes the implementation of the tourism marketing strategy for the Isle of Anglesey and the successful introduction of significant private investment into tourism working with existing partnerships at national and local levels.

Welcome to Yorkshire’s chief executive Gary Verity said: "Aviva has been appointed to make a significant impact on the marketing, product development and business engagement functions of the partnerships.

"She brings with her the dynamism, enthusiasm and extensive expertise that will help to reinvigorate North Yorkshire’s tourism offer."