UK Culture Secretary Jeremy Hunt has announced his plans to produce the "best ever marketing plan that any country has ever had" around London 2012.
The Government has pledged to create a new fund with the aim of generating £1bn worth of marketing activity and public relations in priority markets in the years around the Games.
Speaking in the Dorset Coast, where the sailing events will be held, Hunt says Britain should look to boost foreign visitor numbers while persuading more Britons to stay at home.
The tourism budget will not be immune from planned government spending cuts to tackle the nation's record budget deficit, but tourism has "huge potential growth" and could help rebalance the economy away from its recent dependence on financial services, Hunt says.
The government will work with the private sector to build up the fund, with further details being published by the end of September, he adds.
Stressing the importance of working with the tourism industry and the non-departmental public body VisitBritain, Hunt also said he wanted to increase the proportion of domestic tourism spend by Britons from 36 to 50%.
Return to marketing news headlines
View Marketing News Archive