Spearheading the activity will be next year's relaunch of the EnjoyEngland.com website, which the body aims to build into a marketing platform to compete with the big industry operators.
EnjoyEngland.com will offer information from local tourist offices and VisitBritain to become a one-stop shop for consumers and businesses seeking to book accommodation and tickets.
A range of media partnerships and advertising will support the relaunch. VisitBritain is also seeking brand partners for co-promotions.
Hugh Taylor, chairman of VisitBritain's England Marketing Advisory Board, said the site would act as a marketing platform for SME tour operators and tourism agencies.
"Ideally, this site will give a bed and breakfast in Cornwall the same reach as a big player such as Hilton," he said.
VisitBritain also views the site as a vital way of promoting the country to poten-tial visitors to the London Olympic Games in 2012. It is lobbying the government to increase its £35m promotional budget to ensure the Games benefits the UK tourism industry.
The government has said the 2012 Olympics could boost the country's tourism revenue by 25%, and has challenged industry and national agencies to plan how to take advantage of it.
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This article was first published on Marketing