A seasoned retailer and the former head of bookseller Dymocks will lead Destination NSW.
Steve Cox has been the managing director at Dymocks for the past eight years, and has previously held roles at David Jones and Specialty Fashion Group.
The announcement by NSW Minister for Tourism Stuart Ayres follows the resignation of Sandra Chipchase last year.
“This is a great appointment for the people and businesses across NSW,” Ayers said.
“Destination NSW has done a wonderful job of marketing our great state both within Australia and across the globe, and securing world-class sporting, business and cultural events.
“I look forward to watching Steve take Destination NSW to even greater heights and further entrench NSW’s status as a major events capital.”
Cox said he was excited to be taking up the role.
“It’s an incredible opportunity to make a positive contribution to NSW,” he said.
“Tourism is a dynamic and highly competitive industry, and we must continually adapt to meet the ever-changing needs of our customers.
“I look forward to helping create and market new and exciting experiences for tourists to NSW and securing the world-class events this state deserves to host.”
Cox will take up his new role at Destination NSW in May.