Your mission: visit Britain, live like Bond. VisitBritain has partnered with QUANTUM OF SOLACE, a Metro-Goldwyn-Mayer Pictures/Columbia Pictures release of EON Productions’ 22nd James Bond adventure, releasing in theatres in the UK on 31 October and worldwide November 2008, to create the ultimate Bond experience.

Daniel Craig reprises his role as Ian Fleming’s James Bond 007 in the longest-running film franchise in motion picture history. The film is directed by Marc Forster. The screenplay is by Neal Purvis & Robert Wade and Paul Haggis. Michael G. Wilson and Barbara Broccoli produce.

The changing face of Britain today reflects the discerning sophistication of James Bond’s world where contemporary attractions, world class amenities and historic localities come together. Between VisitBritain’s Bond inspired holiday itineraries and QUANTUM OF SOLACE worldwide audiences, millions of potential visitors from around the world will be inspired to come to our shores.

Tom Wright, chief executive of VisitBritain, says: “James Bond remains one of Britain’s most readily identifiable and enduring characters. The original books by literary genius Ian Fleming as well as the subsequent films have helped draw the world’s attention to Britain, while James Bond has helped shape our fascination with the finer things in life.”

“Given the worldwide popularity of the James Bond franchise and anticipation for the upcoming film, this is a fantastic opportunity to highlight all that Britain has to offer. With 40 percent of potential visitors likely to visit places from films and TV, the partnership will help reach huge numbers of consumers and persuade them to come experience Britain.”

As official tourism and destination partner for the QUANTUM OF SOLACE, VisitBritain will incorporate iconic logos, poster artwork and images from the film to promote the movie and Britain as the home of James Bond. From mid-September, VisitBritain will create a website for cinema-goers, film fans and potential visitors alike and offer a global sweepstakes inviting them to ‘Live like Bond’ in Britain.

38 prize-winners and a guest will enjoy a three-night trip to Britain, a stay at London’s five-star, luxury Marriott Grovesnor House Park Lane Hotel and enjoy a number of James Bond style luxury experiences such as visits to Stoke Park, the Imperial War Museum, Harrods or a tour on a luxury Sunseeker yacht.

2008 marks the centenary of the birth of James Bond’s creator, Ian Fleming. London's Imperial War Museum hosts “For Your Eyes Only,” the first major exhibition devoted to the life and work of Ian Fleming, as well as exhibits and props from the films themselves. There is also the “James Bond Experience” at the National Motor Museum at Beaulieu in the New Forest and Bletchley Park museum.

Britain-wide, the country’s reputation for great dining and a very active social scene is also growing, epitomised by Scott’s fish restaurant where in Fleming’s novels, Bond often dined.