Print and digital activity opts for “real” British ambassadors, such as the chief yeoman warder of the Tower of London and the director of the Loch Ness Project, inviting people to visit the country’s attractions. Previous VisitBritain activity has used celebrities such as Dame Judi Dench and Jamie Oliver.
The first stage of the campaign pushes “special fares” on British Airways flights to the UK from China and India as well from Canada, Japan and the US. A new year campaign will focus on Britain’s sporting, cultural and geographical attractions.
In 2011, 4.6 million visitors from these markets spent a total of £3.9bn in the UK, VisitBritain claims.
Tourism bodies, backed by the Department of Culture, Media and Sport, have stepped up efforts to attract visitors this year to maintain the momentum of interest the Olympics brought.
VisitBritain chief executive Sandie Dawe says: “This summer, billions of people all around the world watched Britain stage an amazing party, now it’s their chance to experience it for themselves. The friendly welcome that they saw on their TV screens is here to stay, and as well as taking in the delights of London, Britain offers visitors three whole countries to explore on one spectacular island.”