The four-year £2.8m joint marketing campaign aims to increase visitor numbers from key markets including Australasia, China, Japan, Russia and the USA.
STA will form the youth element of VisitBritain’s already existing “Great Britain, You’re Invited” marketing programme, which features celebrities such as Dame Judi Dench, Dev Patel (pictured) and Twiggy.
The overall campaign aims to increase the amount of money spent in the UK by overseas tourists by £2bn over the period.
The two parties are hoping to capitalise on one-off events such as April’s royal wedding, next year’s Queen’s diamond jubilee and the London 2012 Olympic Games, to encourage visitors to the region.
STA is the most recent private sector company to contribute towards a £100m fund to market Britain as a tourist destination overseas.