The GREAT Britain campaign from VisitBritain has a new supporter, in the shape of singer Katherine Jenkins.
She's going to be central to the Countryside is GREAT campaign, which is just one element of the GREAT Britain initiative.
The singer, famously from Wales, will be helping to bring people from overseas to Britain.
"It is a privilege to be an ambassador for the GREAT campaign, helping showcase our glorious country through music," she has said.
"Britain offers overseas visitors a place alive with culture and blessed with stunning scenic beauty for all to come and enjoy. I’m looking forward to working with VisitBritain and the GREAT Britain Campaign to bring the best of Britain to the rest of the world.”
During the run-up to September's Countryside campaign launch, the star is set to be involved in several projects linked to UK heritage and culture – including singing as part of Istanbul's GREAT Festival of Creativity next month.
Further activity from the star is planned post-launch.
Other famous faces to have worked with VisitBritain's GREAT Britain Campaign include Sir Richard Branson and Lewis Hamilton.
VisitBritain CEO Sandie Dawe has said that the singer represents Britain's best talent, and the organisation is honoured at her involvement in promoting Britain.
"Hosting the Olympics has given us a big image boost around the world and we are now building on this to increase visitor numbers and spend. This campaign aims to increase both the visibility of our countryside and the revenue that international visitors bring to the rural economy," Ms Dawe explained.
As well as releasing albums like This is Christmas and Rejoice, Katherine's claims to fame include a special appearance in one of Britain's best-known TV shows – sci-fi series Doctor Who.
She had a role in the Christmas episode of the time-travel favourite back in 2010.
Berkeley Scott is a specialist hospitality recruitment agency.