Chief Executive, VisitEngland

James was educated at the City of London University. His early career started in arts administration and theatre marketing before moving to countryside recreation.

He then went on to Nottinghamshire County Council as Tourism Officer and subsequently became Assistant Director of Leisure responsible for the management of various tourist attractions including Sherwood Forest.

He was appointed to the Heart of England Tourist Board as Regional Director in the East Midlands before joining the Northwest Development Agency as Regional Business Manager for Tourism. He was subsequently appointed a Director of the Agency with oversight for Tourism and Culture.

On 2 July 2009 James took up the post of Chief Executive of VisitEngland. VisitEngland is the recently established official tourism body for England. Its role is to work in partnership with Government and industry to grow the value of the visitor economy at all levels.

James is a Director of the Liverpool Institute of Performing Arts (LIPA) and the National Skills Academy for Hospitality.