The majority of images in a new interactive VisitBritain website will be user generated.
VisitBritain.com is to be the tourist office’s main communication platform, focusing on personalised content tailored to the country the visitor comes from and written in 22 languages.
With 95% user generated image content, the multilingual site online experience, includes social media platforms and magazine-style travel features.
Photo galleries will be enabled via Flickr.
“VisitBritain recognises that social media has become crucial in the way families decide which holiday to go on, and so syndication and aggregation are enabled within the site so that all content is available across a wide range of travel sites and blogs,” a spokesman said.
Marketing director Laurence Bresh said: “The new website is key to delivering our strategy to inspire visitors to visit Britain before, during and after the Olympic Games.
“The new site moves even further ahead of the competition by fully embracing social media platforms, online video and personalised content.
“The site has been in development for a year and we have worked hard, along with our suppliers SapientNitro, to fully tie together the inspirational and functional aspects of planning a holiday which our customers have asked for.
“If you see a picture in the interactive gallery, it also shows you where it is located on a map of Britain along with what there is to do around the area, places to visit, places to stay and directs the visitor to our online shop to help them buy travel products that will enable them to make planning their trip as simple as possible.
SapientNitro managing director Nigel Vaz said: “VisitBritain.com illustrates perfectly why customer experience is absolutely key: after all, overseas visitors are much more likely to be tempted to visit Britain if they are excited and inspired by what they first see online.
“We’ve worked closely with VisitBritain to develop a content-rich digital experience to inspire them for future travel and to encourage them to share positive feedback with friends and family.”