Michael Hirst OBE has been elected as the new Chairman of the Tourism Alliance, the tourism industry’s umbrella body, representing over fifty organisations. He succeeds Brigid Simmonds OBE, Chief Executive of the British Beer & Pub Association.

Michael Hirst is Chairman of the Business Visits & Events Partnership and a former Chairman and Chief Executive of Hilton international. His career spans the broad range of tourism activities, including holiday and leisure centres, restaurants, pubs, and attractions.