A 17 per cent – 1.5 million – increase in European visits to Britain on 2002 has contributed to the busiest June for tourism since records began.

The June figures mean that total visitor numbers for this year are up by one per cent on last year, although a 15 per cent drop in visits from North America has left total spend by visitors two per cent down.

However, the Americans are returning, with VisitBritain’s own tv-led advertising campaign generating a very good response. Both American Airlines and Radisson Edwardian – partners in the campaign – have reported thousands of direct bookings as a result.

Britain’s popularity in Europe will be further boosted next month, with the launch of a £4m campaign promoting 19 British cities in 11 different European countries and emphasising the growing travel connections and the strength of the British tourism offer.

Tom Wright, VisitBritain chief executive, said: "June’s figures are very encouraging and forward bookings also look more positive. Combined with the number of British people holidaying at home this year, we can conclude that the prospects for UK tourism are much improved this summer." Details: www.visitbritain.com