The Royal Horticultural Society has appointed Sue Biggs as director general.
Ms Biggs will take up the post in August, and succeeds Gordon Seabright, who has been acting director general since September 2009.
She joins the RHS after 30 years of experience in the international leisure industry, including 25 years at travel company Kuoni, where she was managing director from 1999 to 2008. Ms Biggs is a long-standing member of the RHS and a passionate gardener.
She said: "The position of director general of the RHS is a dream come true for me. I'm looking forward to building on the success of an organisation that I have supported, as a member, for a long time."
RHS president Giles Coode-Adams said: "I am delighted to welcome Sue to the RHS. She brings a wealth of business experience combined with a real love of plants and gardening, and the vision to help us realise the full potential of this marvellous organisation."