The Prince of Wales and Prime Minister Gordon Brown helped launch British Tourism Week by sending messages of support to the industry.
Charles praised tourism as “one of this country’s great success stories” and spoke of British Tourism Week’s recognition of the “huge economic difference which (tourism) makes to local communities throughout the country”.
He also spoke of the unique and precious assets that “lie at the very heart of what makes the United Kingdom such a premier tourist destination” and the need to “value and preserve them”.
Mr Brown praised the “magnificent countryside, our dynamic cities and our world class events – the unique attractions of a country where heritage and history sit comfortably within a vibrant modern culture”.
He stressed the importance of doing “everything we can to boost tourism and to spread the legacy of these once-in-a-lifetime events (2012 Olympic Games and 2014 Commonwealth Games) throughout the nations and the regions of Britain.”
The week – the second of its kind – will see more than 120 events taking place around the UK.
These include the two-day British Travel Fair, held in Birmingham.
Tom Wright, chief executive of VisitBritain and co-chairman of British Tourism Week’s multi-sector steering committee, said: “Our £85 billion 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.”