Culture secretary Maria Miller is urging the travel industry to do all it can to keep up the momentum of the Diamond Jubilee and Olympics.
The UK is investing in its biggest marketing push – the GREAT campaign – to help boost the UK’s tourism industry.
Adverts have already appeared in cities across the world from Beijing to Toronto with more than 56 million opportunities to see GREAT advertising across 18 airports.
But, speaking at WTM today, Miler warned that the trade cannot be complacent in the face of increasing international competition for tourist trade.
She said: “In Britain, this government recognises that tourism is a cornerstone of growth. Currently our fifth biggest industry, many think it could be our fastest-growing sector over the next decade.
“That’s one of the reasons we’ve created our biggest ever marketing campaign – the GREAT campaign. A campaign that’s innovative and inspiring, showcasing the very best of what Britain has to offer, and why our country is a fantastic place to visit, study and do business.
“Early forecasts on the financial returns from our investment in the GREAT campaign are really encouraging. Analysis shows that our investment in the campaign to date is projected to generate a quarter of a billion pounds for the British economy over the next two years.”
She added: “Alongside our campaigns we’re also working hard across government to reduce any perceived barriers to tourism. To make clear that not only is Britain a great place to experience but also a great place to visit. To create the right conditions for both inward and outward tourism to thrive.”