VisitBritain has launched a ‘Countryside is GREAT’ campaign in a bid to generate an extra visitor spend of £70 million in three years.
The first year of the three-year campaign will focus on visitors from the US and Germany.
According to a study back in 2013, beautiful natural landscapes are a very strong motivator for Americans and Germans when choosing holiday destinations – the most important out of 40 attributes for German respondents and the second most important for Americans.
But while Britain is the third most popular international travel destination for Americans (after Canada and Mexico), 85% of Americans only visit cities.
Meanwhile, in the 2014 Nation Brand Index, the US ranked Britain 20th for natural beauty and Germany 19th.
This ranking, said VisitBritain, highlights the need for improved perceptions.
The campaign sees VisitBritain join forces with The National Parks, The Forestry Commission, The Canal and River Trust and Hertz Cars, as well as DCMS, DEFRA and the national tourist boards.
VisitBritain chief executive Sally Balcombe said: "Our launch to the British industry is a chance to show how local tourism businesses can get involved with the campaign and help us boost local economies and their own profitability."
Tourism Minister Helen Grant added: "We have some of the most outstanding areas of natural beauty in the world and this £3 million Countryside is GREAT campaign will champion rural Britain so that more tourists come and experience it for themselves.
"We are enjoying record tourism growth in the UK but I want us to do all we can to keep up this momentum and encourage people to explore the very best of Britain across the nations and regions, helping to generate more growth and create more jobs as part of our long-term economic plan."
