This summer is set to be Britain's biggest 'staycation', a year when many Britons will choose to visit the wonderful sites of the UK rather than venturing abroad.

With this in mind, the National Skills Academy for Hospitality is launching a campaign to celebrate the best of British hospitality.

The Smiles of Britain campaign encourages members of the public to be on the lookout for the nation's warmest and most welcoming smiles. And, when they see one, to snap a picture and share it on the Academy's campaign website which is: www.SmilesOfBritain.co.uk

As well as helping to highlight Britain at its best, there is also a serious commercial message underpinning the campaign.

David McHattie, chief executive of the National Skills Academy for Hospitality, explains: "The role of the National Skills Academy for Hospitality is to seek out the very best training, development and education programmes in hospitality, to recognise and celebrate that excellence, and to lay down the gauntlet for the whole industry to follow their lead.

"As part of this process we want to shine a light on those in our sector who are leading the way in customer service. And, because excellent customer service invariably starts with a smile, we have launched the Smiles of Britain campaign."

He added: "Later this year the academy will be launching funded customer service training programmes for those in the hospitality sector who want to take their skills to the highest level. But what better foundations could we hope to build these skills on than a warm and welcoming smile?"

To encourage people to upload as many smiles as possible, the Smiles of Britain website not only enables contributors to pinpoint where they photographed their smiles, but also to put them in one of four categories:

1. Service with a smile for great customer service smiles
2. Team smiles for groups of people smiling
3. Smiles of the unexpected which will hopefully catch some of the nation's grumpiest people in an unguarded moment of good humour
4. Just a great smile which really speaks for itself!