A major marketing campaign has been launched by Prime Minister David Cameron in a bid to attract four million extra overseas visitors and generate at least £1bn in Olympic business.

The GREAT initiative was unveiled by Cameron in New York, US, in an attempt to promote the UK as one of the "very best" locations to visit, study, work and invest in.

In addition to the business and trade element, tourism is placed at the heart of GREAT, with hopes that the campaign will build on the £115m already generated each year by the sector.

"Reasons to visit" outlined include the 28 World Heritage Sites located in the UK and the forthcoming 2012 Olympics, 2014 Commonwealth Games and 2015 Rugby World Cup.

Music festivals; and the presence of three of the top five museums and galleries in the world are also included, along with 15 National Parks and iconic sports venues such as Wembley.

Culture secretary Jeremy Hunt said: "With the eyes of the world on Britain in 2012, we have a fantastic opportunity to showcase everything that the country has to offer.

"The GREAT campaign will ensure that we make the most of London 2012 to boost tourism and business, leaving a lasting economic legacy from London's Games."

Cameron said: "In 2012 there will be only one place to be. With the Olympic and Paralympic Games coming to London next summer, the greatest show on earth is about to arrive in one of the world's greatest cities.

"This campaign is simple. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit."

Details: www.culture.gov.uk

Image: Andrew Dunn