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We must capitalise on Olympics and Queen's jubilee, says tourist chief

This morning I launched our international TV campaign featuring globally-recognised British celebrities inviting the world to visit Britain.

Stars front £100m British tourism campaign to cash in on renewed Royal appeal worldwide
Designed to lure more overseas tourists to the UK, the adverts are being complemented by short films from each celebrity, shot in a location of their choice.

British legend Dame Judi Dench, Slumdog Millionaire star Dev Patel, fashion icon Twiggy, actor Rupert Everett and inspirational chef Jamie Oliver all issued their personal invitation to international visitors inviting the world to experience all that Britain has to offer.

These adverts will be seen around the world in TV slots and on digital channels such as VisitBritain.com by over 33 million people.

The focus for the campaign will be on Britain's key inbound markets that deliver revenue now - such as the US and near Europe - and growth areas for the future - such as China and India.

Tourism is an industry in which Britain competes at top level internationally - we are the sixth most visited nation , welcoming 29.6 million visitors last year who spent around £16.7 billion here.

International tourism is Britain's third highest foreign exchange earner. And that revenue for the UK means that tourism supports jobs of all skills levels right across the country.

But tourism is also a fiercely competitive industry. We have an unprecedented opportunity to showcase Britain as we enjoy a mood of celebration that extends from the Royal Wedding to next year's Diamond Jubilee and the London 2012 Games.

Our marketing programme aims to turn that global interest into business for Britain and close the sale with great travel deals and offers from our industry partners. Our mission is to build the value of tourism to Britain and we aim to ensure that Britain fully capitalises on the opportunities of the next few years.