The UK's largest-ever tourism campaign has been launched by culture secretary Jeremy Hunt, which aims to attract an extra 4.6 million inbound visitors over the next four years.

Nine countries around the world are being targeted as part of the GREAT initiative, which is set to reach 90 million people in 14 cities, including Paris, France, and Sydney, Australia.

Beijing, China; Mumbai and New Delhi, India are also among locations to feature campaign branding and adverts, which rolled out on the New York subway, US, from today (13 February).

As well as attracting additional visitors to the UK, the VisitBritain-run initiative also aims to drive up visitor spend by a further GBP2.3bn over the four year period.

Hunt said: "We are taking the fight for the tourist pound right to our competitors' doorsteps, with a sales assault on the 14 biggest and most lucrative tourism markets around the world."

VisitBritain chief executive Sandie Dawe added: "The eye-catching images reflect Britain's tourism appeal, featuring our rich history and culture, our spectacular countryside and coastline, our thriving music scene and our wonderful shopping."

Details: www.visitbritain.com