In 2009, there were 29.7 million visits to Britain: the second consecutive year of decline in visitor numbers. Despite this decline, inbound visitors spent £16.5 billion in the UK, 1% up on 2008. Globally, the UK is sixth for visitor arrivals and spending.

VisitBritain is responsible for marketing Britain globally as a world class destination. It is legally constituted as the British Tourist Authority which was created by the Development of Tourism Act, 1969. VisitBritain is funded by Government, through the Department for Culture, Media
and Sport and through investment by public and private-sector partners.

VisitBritain works actively in 35 international markets providing a network of local knowledge and marketing opportunities. The visitbritain.com website is in 23 languages and 40 markets, with online shops live in 24 countries.