VisitBritain, in a statement to the media, welcomed the Government Tourism Policy, released on 3 March 2011. The Policy sets out VisitBritain’s key priority: delivering a four-year match funded global marketing programme, which takes advantage of the opportunity of the Royal Wedding, the Queen’s Diamond Jubilee and the 2012 Games to showcase Britain and attract new visitors.

The statement highlighted the continued importance of tourism for economic growth: “Tourism is a sector with the potential to create new jobs and economic growth. It already contributes, both directly and indirectly, £115 billion each year to the UK economy, and employs 2.6 million people. Our 30 million inbound visitors make tourism the UK’s third largest earner of foreign exchange. And the industry has the potential to be one of the five fastest growing sectors of the UK economy.”

The campaign will attract four million extra visitors to Britain, who will spend an additional £2 billion, and stimulate the creation of 50,000 new jobs.

The statement continued: “Our international network is active in 21 countries that deliver 80% of inbound tourism spend. This global footprint enables us to provide analysis and advice on the issues facing potential visitors and the barriers to inbound tourism growth.”

The Tourism Policy sets out a goal to make Britain one of the five most efficient and competitive visitor economies in the world. The Policy also picks up key areas for improvements - the visitor visa application process and the welcome that visitors experience on arrival in the UK.

Sandie Dawe, VisitBritain’s chief executive said: “Today’s publication of a new Tourism Policy shows an understanding across Government of the potential for tourism to deliver economic growth and jobs throughout Britain.

“VisitBritain’s clear priority over the next four years is to deliver a £100m, match funded, global marketing programme, which will yield four million extra visitors to Britain, £2 billion extra spending within the economy, and stimulate the creation of 50,000 new jobs.

“Britain is a world class tourism destination, and it is vital that we continue to compete effectively. VisitBritain will continue to advise Government on tourism, particularly in areas that affect Britain’s global competitiveness such as visas and transport infrastructure.”