David Willrich has been appointed chair of Experience UK, replacing the outgoing Terry Monkton, who has steered the organisation over the past two years.

Experience UK, which is backed by the UK government's Department of Trade, represents UK companies that supply museums and visitor attractions around the world as a trade association.

Industry veteran Willrich, who is a former TEA President and current Experience UK advisory member, brings a wealth of knowledge to the role.

He has spent more than 40 years in the visitor experience sector, after starting his career in 1977 at the National Motor Museum Beulieu. He established D J Willrich Ltd (DJW) in 1986 and has worked on some of the world’s leading museum, heritage projects and themed attractions.

A passionate advocate of the visitor attraction industry, Willrich served on the Themed Entertainment Association’s (TEA) European and Middle Eastern Board for seven years, before serving a two-year term as appointed president of the organisation.

Willrich, said: “I feel very privileged to take on this role at such an exciting time in the sector and thrilled to continue supporting Experience UK and its partners in the accelerated achievement of their goals."

Ian Clappison, Experience UK CEO, added: “We’re delighted to have David step into the position of chair and look forward to how his tremendous industry knowledge can make an impact in supporting UK creative companies to establish and expand their global footprint, while also helping to enrich Experience UK’s service offering.

"He has the full support of the Experience UK Executive Board to carry out this critical leadership role”.