Short films and story-telling make up a new VisitBritain global push to boost inbound tourism.

The ‘I Travel For…’ campaign focuses on unexpected experiences and less-explored UK destinations, alongside globally renowned and iconic landmarks and attractions.

The passions that motivate people to travel are aligned with experiences that can only be had in Britain, inspiring overseas visitors to book trips.

The digital campaign kicks off internationally with a launch film on Facebook and Instagram, followed by a series of films and images promoting destinations across Britain.

The digital campaign runs across social media channels until April the largest and most valuable inbound visitor markets including Australia, France, Germany and the US and high-spending markets including China, the Gulf region and India.

VisitBritain is also working with commercial partners, including British Airways and Expedia, across its key inbound visitor markets to convert the inspiration to visit into bookings.

The campaign has been developed based on global research into people’s motivations, passions and inspiration for travel including adventure, fun, relaxation, discovery, culture, food and drink and the unexpected.

The promotion uses these motivators to create tailored content for target audiences, which is then shared on Facebook and Instagram globally.

VisitBritain chief executive Sally Balcombe said: “Tourism is one of the UK’s most valuable export industries, driving economic growth and creating jobs right across Britain.

“It is also a fiercely competitive global industry and we are seizing the opportunity to build on the strong growth we have seen, showcasing that Britain is bursting with fun activities, adventure and wonderfully unexpected experiences to come and discover all year round.”

She added: “By shining a spotlight and telling the stories of Britain’s exciting and contemporary culture, innovations in food and drink, the beauty of our countryside and vibrancy of our cities, we want to inspire even more international visitors to book a trip right now.”

Overseas visits to the UK are forecast to break through the 40 million mark for the first time in 2018, reaching 41.7 million, up 4.4% on 2017.

Spending by overseas visitors to the UK is projected to reach £26.9 billion in 2018, up 6.8% on 2017.