Following on from the success of its Only in Britain campaign, the British Tourist Authority will launch a European Short Breaks campaign this autumn.
London is currently the most popular destination for a UK city break among Europeans, followed by Edinburgh and Manchester. The £6m campaign aims to draw visitors to all cities in the UK by focusing on a broad mix of cities including Newcastle, Birmingham, Cardiff, Liverpool and Glasgow.
Focusing on 11 markets, the campaign will work with industry partners and the cities themselves. Around £1.5m has been raised through the partners that have already signed up.
Chief executive of the BTA, Tom Wright, said: 'Around 86 European airports now have connections to 16 different UK airports. We suddenly have this opportunity to draw people to all UK cities.'
