Croft previously held the post of acting marketing director of Visit Britain ahead of the permanent appointment of Laurence Bresh last month.
Prior to that, Croft was Visit Britain's head of business visits and events. He has also worked for Visit London, Parc du Futuroscope and Disneyland Paris Resort.
Visit Britain chief executive Sandie Dawe described Croft's experience in managing key European offices, close relationship with the organisation's partners, and strong commercial and sales background as invaluable.
Croft said: "I'm looking forward to taking up this role in a period that will surely see many more Europeans drawn to Britain as a result of it hosting the London 2012 Olympic Games and Paralympic Games. I want to ensure we take full advantage of this once in a lifetime opportunity and build Britain's competitiveness as a destination and widen the reach of tourism businesses throughout Europe."
He takes up the post on 28 September.