The UK's tourism chief today hit out at the country's “utter obsession” with the weather - insisting people do not come here for beach holidays.
However, Visit Britain chief executive Sandie Dawe also predicted the Olympics would be bathed in sunshine.
Asked at a press conference in Westminster whether recent heavy rain could undermine benefits from the Games, Ms Dawe replied: "It is only the Brits that have a complete and utter obsession with our weather.
"The rest of the world are less interested.
"Frankly, people do not come here to lie on a beach. That is not our offer.
"They come for culture, sightseeing, and they come all times of the year."
Ms Dawe said the greenness of Britain was "balm to the eyes" of visitors from the Middle East.
"It is never too hot, it is never too cold here to do sightseeing and enjoy the attractions," she said.
However, she added: "Anyway, the sun is going to come out - have you seen the long-range weather forecast? It will."