Wellington, Sept 21 NZPA - Kevin Bowler is Tourism New Zealand's new chief executive.

Mr Bowler, currently head of Telecom/Yahoo joint venture Yahoo!Xtra, would lead the award-winning organisation from January, Tourism New Zealand Chairman Greg Muir said today.

He replaces George Hickton, who leaves in December following a decade-long tenure.

Mr Bowler had also chaired the New Zealand Interactive Advertising Bureau and had extensive marketing and business leadership experience spanning fast-moving consumer goods, technology and media brands, Mr Muir said.

There had been strong interest in the role, both from inside New Zealand and overseas, he said.

During Mr Hickman's tenure, Australian tourist numbers increased to more than one million in a single year and the 100 Percent Pure New Zealand brand became globally established.

"George and the team have done an outstanding job over the last decade positioning New Zealand as one of the best places to visit worldwide. Even this week New Zealand was, once again, voted the best destination brand."