British Airways and VisitBritain have joined forces to launch a new multi-million pound marketing push to boost inbound traveller numbers to the UK.

The Big British Invite campaign features 'real' British people inviting the world to visit Britain to enjoy their favourite places and experiences.

Ambassadors include the chief Yeoman warder of the Tower of London and the director of the Loch Ness Project, which helps inform millions of visitors each year about the mystery surrounding the world famous loch. The first phase of the campaign began on 3 November, with print and digital advertising featuring special fares for British Airways flights to the UK.

The campaign will target travellers from emerging markets such a China and India, alongside established markets such as the UAE and the US. In 2011, 4.6m visitors from these markets spent a total of £3.9bn in the UK.