American Express is joining forces with VisitBritain to help market Britain as a tourist destination.

Millions of Amex card members around the world will be given offers and travel information through the UK Inspiration online portal. VisitBritain will keep the destination content, images, and blogs for the site up to date.

Amex is the latest company to contribute towards the £100million marketing programme with VisitBritain. The two will promote the partnership via joint marketing, public relations, social media and the use of Amex foreign exchange outlets.

The Government is contributing £50m in funding to help the tourism body bring four million overseas visitors to the UK and increase tourism spend by £2bn.

Laurence Bresh, director of marketing, VisitBritain, said: “We’re delighted to be working with American Express. This partnership gives us the opportunity to showcase Britain and to present ideas and offers which encourage potential visitors to travel now.

“Partner marketing deals such as these are key to providing an international platform for tourism destinations and businesses across Britain.”