The UK tourism agency is launching a £660,000 campaign in conjunction with Virgin Atlantic Airways.
The campaign will advise Americans how to ‘Get More Britain For Your Buck’.
VisitBritain has launched a site to support the campaign at www.getmorebritain.com.
A third of American visits to the UK last for just one to three nights and the website is aimed at illustrating how close Britain’s top destinations are to the US and how easily they can be explored – even on a short break.
Media relations aimed at the US travel press will form a core part of the campaign. VisitBritain press and PR manager Elliott Frisby said: ‘Press trips will be a signifi¬cant part of this, particularly broadcast, daily national newspapers and online that can turn around stories and get people travelling as soon as possible.’
America remains the most important source of visitors to the UK. However, visits have fallen by 11.5 per cent over the past five years.