British Airways and VisitBritain will tomorrow jointly launch a £1.6 million campaign to lure tourists to the UK.
Aimed initially at potential European visitors, the drive will then go global.
Economy-class passengers will be offered special air fares, while there will also be media familiarisation trips and syndication of VisitBritain web content on to ba.com and consumer databases.
China, India and Japan are among the countries being targeted.
VisitBritain marketing director Laurence Bresh said: "Britain has more attractions per square mile than anywhere else in the world and we think the campaign will inspire visitors to travel the length and breadth of the country."
BA global marketing planning head Kate Thornton said: "We are delighted to be launching this campaign with VisitBritain. Whatever you are looking for from a holiday, Britain definitely has something to offer."