Sandra Elliott, deputy chief executive of Visit London (formerly the London Tourist Board), will join Cardiff University in May as director of its International Development Division.
She said she believed her appointment reflected the trend in higher education to buy in expertise from outside the sector to help boost recruitment of international students. "In London, we have been trying to get a better understanding of the best methods of communication with overseas students. It should be more sophisticated than simply relying on recruitment fairs.
"We have found that we have to sell the destination as much as the education. Some people buy the destination first, the course second, and the institution third," she said.
Christopher Cefai , director of North Wales Clinical School.
Rudolph Alleman , distinguished research professor, Cardiff School of Chemistry - from Birmingham University.
Keith Robson , chair in accounting, Cardiff Business School. Formerly at University of Manchester Institute of Science and Technology.
Adam Hardy , senior lecturer in Welsh School of Architecture. Formerly professor of South Asian arts and architecture at De Montfort University.
Yu Li , deputy director of the International Centre for Planning Research.
Formerly at the China Academy of Urban Planning and Design.
Theo van Leeuwen , director of the Centre for Language and Communication, has moved to the University of Technology, Sydney.
Sir Peter Harper , retired as professor of medical genetics.
Iris Musa , retired as director of the postgraduate and continuing education unit.