VisitBritain, the UK’s national tourism agency, and Eurostar, the high-speed rail service linking the UK and mainland Europe, have teamed up to enable Eurostar to start selling British tourism products on eurostar.com, including Transport for London’s Oyster cards – which make exploring London easy and hassle free.

VisitBritain has ‘white labelled’ its popular online shop with Eurostar branding so that visitors to eurostar.com can now browse and purchase over 150 different British tourism products; ranging from transport passes, tickets to attractions and events, to meals out, accommodation guides, touring passes, books and maps.

The ‘white label’ shop will help Britain’s tourism businesses reach a greater pool of customers and potential visitors.

Kenny Boyle, Director of Commercial and Marketing Services at VisitBritain, said: “With increasing competition from destinations around the world, Britain must take every opportunity to remain ahead of the crowd. Our ambition is to help all parts of the industry improve their profitability and widen awareness of all that can be enjoyed on a business or leisure trip here.”

Simon Montague, Director of Communications, Eurostar, said: “Eurostar.com is now a real one-stop shop for visitors planning a trip to the UK.  Buying Oyster cards or museum tickets in advance can really help visitors make the most of their holiday and ensures they can start enjoying Britain as soon as they arrive.”

Giles Bailey, Transport for London's Head of Marketing Strategy and Integration, said: “This partnership with VisitBritain and Eurostar is another good example of our work with the travel trade to make it easier for visitors to London to get round the capital. “It enables us to reach more visitors to London from overseas; meaning that as soon as they get here they can also enjoy the benefits of convenient, simpler, and quicker journeys that come with using the Oyster card.”