The Government has given VisitBritain £27 million to attract overseas visitors to the UK. This is in addition to the £100 million match-funded marketing campaign also run by VisitBritain.

Culture Secretary Jeremy Hunt announced the funding as part of the GREAT campaign, which is to capitalise on attention from the Queen’s Diamond Jubilee, and the Olympic and Paralympic Games in 2012.

The UK aims to attract an extra 4.6 million visitors, spending an additional £2.3 billion across the country and supporting the creation of almost 60,000 new jobs.

Chief Executive of VisitBritain Sandie Dawe said: “This additional funding means we will be able to run the largest tourism marketing campaign in our history. “

“New Yorkers will see our ads in their papers and on the subway as they travel to work, meaning 72% of our target audience there will have a myriad of opportunities to see our campaign.

“In India and Paris we will also be on cinemas screens, while in China we will reach over 15 million potential visitors through a combination of magazines, subway and station ads, as well as using various online platforms.

“This GREAT campaign aims to reinvigorate our appeal in mature markets such as the USA where we have seen decline in recent years, and it will help raise our profile in the vital emerging markets, securing growth for the future.”