Sandie Dawe, CEO of VisitBritain, the national tourism agency, said: “We are delighted that our new Secretary of State has prioritised the delivery of a lasting tourism legacy from our hosting of the 2012 Olympic and Paralympic Games. This is the world’s greatest sporting event and we intend to put on the world’s biggest party to showcase all that is best about our people, arts, culture, heritage and hospitality.

VisitBritain will rise to the challenge that the Secretary of State has set of delivering £1 billion of Marketing and PR, showcasing Britain in our top developing and mature markets and to work with our Ministers to create a marketing pot match-funded by the industry.

We are already well positioned to pick up the baton, with a clear strategy to enhance our image as a visitor destination, maximise the economic benefits for tourism across the UK and deliver a world-class welcome to visitors in 2012 and beyond. The Olympic and Paralympics Games present a once-in- a-generation opportunity to raise awareness of Britain across the growth tourism markets of Asia and reinvigorate our appeal in core markets such as the USA where we have lost ground.

We look forward to working with the Secretary of State and Tourism Minister to deliver the best marketing strategy ever seen from a host nation and securing sustainable growth for Britain’s tourism industry to ensure that Britain remains a world-class tourist destination.”