Richard Heard, 49, managing director of Birmingham International Airport, died when a tree branch went through his windscreen in Shropshire.
In Shropshire, Mr Heard was killed on the B4373 Bridgnorth to Broseley road at about 0545 GMT as he drove to work.
The head of corporate affairs at the airport, John Morris, said: "Richard was a wonderful person, who brought us strong leadership with a human touch.
"Our immediate thoughts are with Richard's family, at this sad and difficult time."
The accident happened as Richard Heard drove to work
Birmingham Chamber of Commerce said Mr Heard would be greatly missed.
"He played a full and enthusiastic part in the fortunes not only of the airport but Birmingham business as a whole," a statement said.
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