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Tourism Industry Association chief executive Martin Snedden will step down from his role at the end of March and pick up the bat again for New Zealand Cricket.
Chairman Grant Lilly said Mr Snedden led the development of Tourism 2025, which aims to help the $23.9 billion tourism industry achieve long-term economic growth, since he took the position in June 2012.
Tourism 2025 is due to be publicly released in early March.
Mr Snedden said he had enjoyed his role at the association and being involved in an industry which was a key economic driver for New Zealand's economy.
''However, my involvement with New Zealand Cricket has been increasing recently and it has become unrealistic for me to carry out both roles effectively,'' Mr Snedden said in a statement.
The former 10-year veteran Black Cap previously headed NZ Cricket in 2001-07. He then became chief executive of Rugby New Zealand 2011 Ltd, the company responsible for staging the Rugby World Cup.