Welcoming the world to the UK

This is borne out by Culture Secretary Maria Miller and VisitBritain announcing a bold strategy which could see this country host 40 million overseas visitors each year by 2020, an increase of nine million on current figures.

Its partnership with Dubai-based airline Emirates will have significant potential if it promotes destinations around the UK rather than landmarks in London – one of the glaring faults of previous campaigns.

That said, it is encouraging that VisitBritain chairman Christopher Rodrigues is committed to the whole country prospering from this initiative and that he wants rail operators to introduce special travel packages that make it more affordable for overseas visitors to venture outside London – many are stymied at present by the exorbitant cost of walk-on fares.

He’s also right when he says that individual tourism destinations should pool resources and look at how they can they promote their attractions and accommodation in the Bric countries – Brazil, Russia, India and China – that are regarded as emerging economies. An onus should be on locations to target new markets.

That said, it is perverse that Britain no longer has a tourism minister after the role was amalgamated into the sports brief that is currently held by Hugh Robertson. There have also been misgivings locally that Welcome to Yorkshire’s successful bid to host for the county to host the first two stages of the Tour de France next summer, and request for funding to market the region to a global audience, only received lukewarm support initially from the Department of Culture, Media and Sport.

This is an iconic sporting event that will enable Yorkshire – and the rest of the UK – to be showcased to the world. Ahead of talks today between regional tourism bosses and the Government, the potential of this once in a generation opportunity will only be maximised by Welcome to Yorkshire, VisitBritain and the DCMS working in tandem rather than against each other.