VisitBritain has reported that during 2005 almost 30 million overseas visitors headed to Britain – an 8 per cent increase on 2004 – and spent more than £14bn.

Tom Wright, chief executive, said: “This is certainly a strong result for Britain’s £74bn visitor economy and represents another step forward in achieving our target of raising its value towards £100bn.”

Visits from 10 of VisitBritain’s new markets, including South-east Asia, Russia and Eastern Europe, have grown by 35 per cent – and spending by 20 per cent – since 2004.

China, India, Eastern Europe and South-east Asia are now outpacing many of Britain’s traditional markets, such as North America and continental Europe.

Consequently, VisitBritain plans to advance the country’s worldwide position by increasing its investment in 11 new and developing markets, including Mexico, in 2006/7.

“The government and commercial sector must continue to make long-term investments if we are to fully realise the potential of the visitor economy,” continued Wright.

However, the average number of days spent in Britain by overseas visitors has remained constant at eight days for five years, and the amount of spending has steadily fallen by 7.3 per cent since a high in 2000.

“We face a challenge in encouraging visitors to stay longer and spend more while they are here,” said Wright.

“In the face of an increasingly competitive global tourism environment, we must continue to explore ever-more creative means of attracting international visitors to Britain.” Details: www.visitbritain.com/corporate