The UK suffered a fall in visitors from all parts of the world in the last quarter of 2008.
Overall figures for the whole of last year show a two per cent drop in the number of visits to 32 million over 2007.
Spending was up by three per cent to £16.4 billion before adjusting for inflation, according to provisional figures from the International Passenger Survey.
VisitBritain believes the figures illustrate “the continuing challenges of maintaining Britain’s popularity as a destination in the face of the global economic downturn and increasing competition from rival destinations”.
A statement from the national tourism agency said: “It appears that Britain is not yet enjoying the predicted increase in the number of international visitors because of the fall in sterling.
“More needs to be done to tell consumers overseas that Britain has never been more affordable and take advantage of partners around the world who are ready to match any public investment pound for pound.”
A £6.5 million marketing campaign is planned by VisitBritain to launch in April.
Activity will mainly run in Europe and the US alongside a major campaign with British Airways in the Asia-Pacific region.
by Phil Davies
