Marketing Lancashire have appointed Paul Heathcote MBE as its new chairman to lead the new organisation, which replaces the Lancashire and Blackpool Tourist Board.
Heathcote, who worked under Raymond Blanc, runs several local restaurants and sits on the board of outside catering business Lindley.
Edwin Booth from Lancashire Enterprise Partnership, said:
"Marketing Lancashire is a new organisation looking for a fresh approach to marketing and promoting the county. It will work closely with Lancashire Enterprise Partnership and I think that Paul is an ideal person to lead it.
"His enthusiasm for Lancashire and business expertise make him an ideal choice for chairman.
"He'll be leading a company that will continue to promote the £3.25 billion visitor economy as well as other business sectors which will be key to strengthening Lancashire's economy.”