Sir David Michels, the president of the British Hospitality Association (BHA) and a former group chief executive at Hilton International, has been named Tourism Alliance president.

In addition to his role with the BHA, the hospitality sector veteran is also a board member at Strategic Hotels and Resorts and Jumeirah Hotels, while also chairing London and Capital.

Sir David said of his latest appointment: "The government has rightly identified tourism as one of the few industries that can quickly provide much needed growth and employment.

"Our task will be to ensure that this acknowledgement is translated into policies that make the UK a more competitive tourism destination."

Tourism Alliance chair Brigid Simmonds has welcomed Sir David to the organisation, and believes his expertise will help "take forward the tourism agenda with government".

Simmonds added: "2012 is a hugely importance year for the tourism industry with the Royal Wedding and the Olympics providing the opportunity to generate a step-change in international interest in the UK as a destination for both leisure and business visitors."

Sir David was knighted in 2006 for his services to hospitality and catering.