Its new name reflects a “more inclusive, more ambitious, more collaborative and bolder outlook”, said Adrian Parkes, the association’s Chief Executive.
“We’ve developed as an organisation in recent years and the time was right [to rebrand],” he said, pointing to its growing number of supplier partners and increasing lobbying activity.
Parkes said the BTA will also ramp up its activity beyond London and the South East.
“This evolution to the BTA celebrates a step-change for the association and allows us to more clearly communicate the board’s broadened strategy,” said Parkes.
“Our commitment to unifying our members and partners behind solutions to cross-industry issues remains strong and we are excited to build upon this work for a brighter future.”
He added: “The change is expected to be very beneficial for our work with government and the recently formed All-Party Parliamentary Group, with industry regulators and in promoting the sector across academia.”
Parkes steps down from his role this summer. A new Chief Executive from within the travel industry is believed to have been appointed but has not yet been announced.
Meanwhile, Suzanne Horner, CEO of Gray Dawes Group, is the BTA’s new Chair of its executive board. She takes over from Paul Allan who steps down following Clarity’s acquisition of Ian Allan Travel earlier this year.
“I’m thrilled to take up this role at such an exciting time for the association,” says Horner, the association’s first female Chair of the board.
“I’m looking forward to working closely with the new CEO and build on delivering the new BTA strategy and continuing the hard work we’ve already started to implement on behalf of our TMC members and their clients, as well as partners and other industry associates.”