He will be providing the strategic leadership at VisitBritain as it takes on the task of using major events such as the Royal Wedding, the Queen's Diamond Jubilee and the 2012 Olympic and Paralympic Games to showcase Britain and deliver a permanent increase in tourism to this country.

News of his reappointment comes after Prime Minister David Cameron backed challenge of creating a unique public-private partnership to fund a global marketing campaign.

British Airways, DFDS Seaways, lastminute.com, P&O and Radisson Edwardian are the first companies to have agreed to contribute to the campaign and VisitBritain is well advanced towards the goal of building a £100 million ($162 million) marketing fund.

Rodrigues said: "I am absolutely delighted to be reappointed to this challenging role at such an opportune moment for British tourism.

"In a few months the eyes of the world will be on the Royal Wedding at Westminster Abbey and next summer they will be focused on the opening ceremony of the London 2012 Games.

"These and other iconic events present us with an unprecedented opportunity to boost Britain's image abroad and promote our attractiveness as a destination.

"I am determined to do my utmost to ensure that tourism, already Britain's fifth largest industry and third biggest earner of foreign exchange, makes a major contribution to the rebalancing and rebuilding of Britain's economy.''

Tourism Minister John Penrose said: "The next few years offer a wealth of opportunities for the tourism industry from the London 2012 Olympic and Paralympic Games, to the Diamond Jubilee and a certain Royal wedding.

"Christopher's vast knowledge and experience will allow VisitBritain and the wider industry as a whole to reap the benefits, creating growth and raising the profile of the UK abroad, and I'm delighted he will be serving a second term as Chairman."

Rodrigues became chairman of VisitBritain in January 2007.

He is also Chairman of International Personal Finance plc, The Windsor Leadership Trust and The Almeida Theatre and a Council member of the National Trust.

He has been an independent non-Executive Director at Ladbrokes, formerly Hilton Group plc, since 2003 and is an Executive Committee Member of the World Travel and Tourism Council.  He holds no other public appointments.

His past experience includes time as President and Chief eecutive of Visa International between 1997 abd 2003 and chief executive of Thomas Cook between 1988 and 1996.

Earlier in his career he was a manager at McKinsey, before spending nine years with American Express.

Rodrigues is a graduate of Cambridge University and the Harvard Business School.

He rowed for Cambridge in the 1970 and 1971 Boat Race and is a past-chairman of Leander Club and is a Steward of Henley Royal Regatta.