The striking images feature Olympic and Paralympics athletes in some of Britain's best-known tourist hotspots, including Windsor Castle and the Angel of the North, and are designed to build excitement over the coming year in the build-up to the Olympics and Paralympics. 

The adverts are unveiled as VisitBritain predicts a rise in visitors to Britain next year, thanks largely to the Olympic Games, and the impact of the royal wedding in increasing the nation's profile.

Other venues used in the campaign include the White Cliffs of Dover and London's Borough Market.

The use of pictures from around Britain rather than just London is part of an attempt to attract visitors to other areas of the country in the build-up to the Olympics.

Britain will attract 300,000 more visitors in 2011 as confidence among overseas tourists continues to rise despite global financial uncertainties, VisitBritain has predicted.

The number of inbound travellers is expected to be 30 million, a rise of one per cent, in the coming year.



The amount they spend in Britain is set to increase by two per cent in nominal terms to £17.2 billion ($26.4 million), up £340 million ($462 million).

This figure is considerably lower, though, in real terms than the best year for inbound visitor spend - which is adjusted for inflation - which remains 2006 with spending of £18.4 billion ($28.3 billion) at 2010 prices.

While the global economic recovery is strong across much of Asia, it remains fragile in many parts of Europe and North America - the two regions that account for 85 per cent of all international visits to the UK.

But there is growing interest in visiting Britain from visitors from the developing countries like Brazil, Russia, India and China.



VisitBritain chief executive Sandie Dawe remains confident, however, that London 2012 will help stimulate growth in Britain.

"We are looking forward to an exciting and challenging 2011," she siad.

"The eyes of the world will be on Britain as we host the Royal Wedding, and momentum will build as we near the 2012 Olympic and Paralympic Games."


Related stories
November 2010: Loyal tourists boost hopes of a bumper London 2012 Olympics
November 2010: London 2012 "buzz" boosting tourism
November 2010: London eyes Olympic benefits as Canada ranked number one country brand
November 2010: Samsung to use new rival to Apple to help VisitBritain promote London 2012
June 2010: New fund to be set-up to help tourism industry benefit from London 2012