The government is about to publish figures showing that in an average year tourism is worth £14bn a year to the English countryside alone, with several billion more made in Wales and Scotland.

Farming by contrast, generated a net income of £1.7bn in England and Wales last year - about a tenth of the value of rural tourism and less than 1 per cent of gross domestic product.

The new figures coincided with The start of the Your Countryside, You're Welcome week, marked with an appearance by Joan Collins in London's Leicester Square, along with sheepdogs, geese, birds of prey and Morris Dancers.

A range of activities and demonstrations are on offer this week including sheepdogs herding geese, ferret racing, woodturning, falconry and fly-fishing.

Joan Collins praised the initiative: 'I wholeheartedly encourage people to get back into the countryside this year, whether it's for a few hours, a weekend break or a main holiday.'

The campaign was launched earlier this year and draws together a range of organisations from government departments and agencies, through to interested bodies such as the National Farmer's Union, Youth Hostel Association, Countryside Alliance, Outdoor Industries Association and The Ramblers Association.