Sharpe joins the organisation from Dubai Tourism, where he was trade sales manager for two years.
Other previous experience includes establishing the Grand Pineapple brand in the UK for Sandals & Beaches and as the leisure sales manager for MARITIM Hotels.
As part of a two-person trade team, Andrew will be jointly responsible for implementing the SA Tourism trade strategy for the UK by managing relationships with trade, negotiating joint marketing agreements and conceptualising and implementing educational programmes for the UK trade selling South Africa.
Bashni Muthaya, European regional director for South African Tourism, said: “After a busy 2012 the ongoing development and strengthening of trade relations will form a major part of South African Tourism’s activity next year.
“We are therefore delighted to have Andrew’s added wealth of knowledge and experience within the team as we get ready to execute exciting plans for the UK in 2013.”