The British Tourist Authority has allocated £14.2 million ($20.33m) to promote the United Kingdom as a tourist destination and counter the disastrous image conjured by the bungled foot and mouth disease crisis – since exacerbated by the US terrorist attacks.

Tourist spending in the UK this year will barely reach £10.8 billion, it is believed – some twenty per cent below the BTA’s original forecast of £13bn.

European visitors are the campaign’s main target, rather than tourists from North America. “We think the European markets are more easily recoverable than the US or Canada,” opined a BTA spokesperson.

The PR, advertising and promotional campaign – yet to receive a generic name – will promote a single vision of the nation, emphasizing Britain's traditional values and heritage.

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