VisitBritain, the tourism organisation responsible for marketing England and Britain, has welcomed figures showing record numbers of incoming visitors to the UK between March and May this year.

Six and a half million people travelled to the UK over the three-month period, with May being particularly strong – showing a 28 per cent growth in visitors compared with the same time last year.

While Western Europe has driven much of the growth, tourists travelling from long haul destinations are also on the increase, despite high oil prices and exchange rates.

VisitBritain’s international marketing director, Kenny Boyle, has, however, echoed last week’s warning by Stephen Dowd, chief executive of the British Incoming Tour Operators Association (BITOA) who said that high visitor numbers did not necessarily mean greater profits.

“While the number of visitors to Britain is increasing at an unprecedented level, the growth in the amount they spend is not quite as high,” said Boyle.

In a bid to boost spending, VisitBritain is launching a new magazine aimed predominantly at the high-spending North American market.

So British, a 120-page ‘coffee-table’ magazine, will be published twice a year with a print run of over 200,000. It will be mainly distributed to a highly targeted and controlled circulation throughout America, though it will also be published in a variety of other emerging markets – with a further 20,000 copies distributed to wealthy Russians.

The magazine will be dedicated entirely to Britain and British products and is intended to consolidate the UK’s reputation among the world’s top luxury destinations.

Tom Wright, chief executive of VisitBritiain said: “So British is the ultimate destination showcase for Britain. According to the International Luxury Travel Market and our own insights, an elite 3 per cent of travellers account for 20 per cent of total annual travel expenditure and are generally unaffected by economic factors that may discourage other visitors.

“These luxury globetrotters want to enjoy unique, first-class get-aways. The individuality of our culture and unique appeal of our people, makes Britain a highly attractive choice for those seeking superlative service and quality across the board.

“So British will help secure Britain’s reputation among the top luxury destinations in the world and lead the way in encouraging the discerning American visitor to Britain’s shores.”

TV chef, Gordon Ramsay, hosted a breakfast at Claridges to encourage representatives from more than 80 organisations to advertise in the magazine. Guests came from companies including Harrods, Barbour, Alfred Dunhill, Rolls Royce and Wedgwood, all of which are deemed to ‘define the luxury experience in Britain’.

“Britain has come leaps and bounds in the quality of experience it offers its visitors,” said Ramsay. “Not just in fine dining, food and drink – although the increasing number of Michelin stars being awarded to restaurants throughout the country speaks for itself.”