British Travel Trade Fair Special Report: Britain is lagging well down the list of countries that are recognised for their natural beauty, a survey has shown.
In a list of 35 nations, the UK is way down in 25th place.
VisitBritain said more needs to be done to highlight the product.
“It’s the weakest link for Britain and we need to work on it,” head of international research Alex Flack told delegates at the British Travel Trade Fair. “We have the product but we need to change the perception.”
But the UK fares far better in other fields.
When it comes to historical heritage we are the seventh most recognised country and eighth for cultural heritage.
Britain is also the eight most aspirational holiday destination.
