The British 'Countryside is GREAT', according to the latest VisitBritain tourism campaign.
The three-year long initiative is aiming to bring more international visitors to the UK and increase spending here from this group. Britain's tourist board wants to boost visitor spend by some £70 million – and in turn create 1,296 fresh jobs this side of 2018.
Among other things, the campaign will include print media action and a special countryside-themed website, The Countryside Collection, featuring things like experiences and itineraries.
It's being run alongside The Forestry Commissions, The National Parks, Hertz Cars, The Canal and River Trust, national tourist boards, DEFRA and DCMS.
During its initial year, the programme is focussing on the Peak District, Scottish Highlands, Cornwall, Yorkshire, the Cotswolds, North Wales, Pembrokeshire, Warwickshire, North Wales and the Peak District. In this twelve month period, visitors living in Germany and the USA will be the main target.
"We want to encourage our international visitors to experience more of Britain. Enjoying the beautiful landscape is one of the key drivers for holiday choice for international visitors second only to offering good value for money," commented VisitBritain chief executive, Sally Balcombe.
"Britain has stunning national parks and world heritage sites to rival our competitors but they are currently being overlooked by many of our overseas visitors."
The Anholt-Gfk Nation Brand Index 2014 put Britain 20th among 50 countries ranked by perceived richness in natural beauty.
Research from VisitBritain suggests that 43 per cent of New Zealand's visitors to Britain took in villages and countryside as part of their trip in 2013. For Australia the figure was 41 per cent, for Canada 33 per cent and for China 32 per cent.
Berkeley Scott is a specialist hospitality recruitment agency.