The second annual British Tourism Week (BTW) has been launched this morning at an event in London’s Millbank.

The launch event marks the start of a week-long promotion which attempts to raise awareness of tourism to – and within – Britain, and to improve its competitiveness, quality standards and skills.

The UK has been losing its global market share for inbound tourism over the last ten years, an issue addressed by a number of BTW events which will explore how the industry can work together and with government to improve its international competitiveness.

The centerpiece of the week will be the British Travel Trade Fair, which will take place between 11-12 March in Birmingham.

British Tourism Week is organised by VisitBritain and UKinbound with the support of the Tourism Alliance, Tourism Society, ABTA the Travel Association and Britain’s national and regional tourist boards.

HRH The Prince of Wales has announced his support for the event by agreeing to be the Patron for the week.

Tom Wright, chief executive of VisitBritain and co-chairman of BTW’s multi-sector steering committee, said: “It’s been another successful launch for British Tourism Week. Our chosen venue perfectly epitomises the twin appeals of the traditional and the contemporary which sit comfortably together in destinations throughout Britain.

“Our £85bn visitor economy touches every part of the UK and every constituency. If we are to maintain our success in a world of ever-increasing competition, we must ensure the welcome we offer our visitors is of a globally high standard.

"British Tourism Week will help us remind MPs, the media, opinion-leaders and consumers of the huge range of quality holidays that Brits and international visitors can enjoy here and get them to take a break over Easter and the summer ahead.”

The inaugural BTW in 2007 included over 50 events across the country, demonstrating tourism’s contribution to the UK economy.

Stephen Dowd, chief executive of UKInbound, said: “Tourism’s importance to the UK’s economy can often be overlooked and our industry suffers when we fail to recognise that every business contributes to a greater whole.

“Together, during British Tourism Week, we can change the perception that the different sectors – from transport and tour operators to accommodation providers, travel agencies and attractions – operate independently.”