VisitBritain is launching a public relations initiative to push the UK as a good-value destination for overseas holidaymakers.

The association is bringing 67 international travel writers together for a trip around the UK this month, starting with a tour of Buckingham Palace led by the Duke of Edinburgh.

Rather than luxury accommodation, the journalists will stay in bed-and-breakfast accommodation and eat in gastro pubs.

VisitBritain head of government and public affairs Bernard Donoghue said: “It is 27% less expensive for Europeans to visit the UK now. We have never been more affordable and we want to get that message across.”

Speaking at the Overcoming Employment Challenges in Tourism conference held by ABTA, the Tourism Society and the Institute of Travel and Tourism on June 1, Donoghue urged the delegates not to discount heavily during the recession.

“Our strong urge is to add value, rather than slash your prices. Add a free night or a free breakfast. It took 10 years for the UK to recover when prices were cut during the last recession, as people felt they were getting an inferior product,” he said.