According to VisitBritain, 2009 represents a "defining moment" in British tourism, with the sterling exchange rate being more favourable for international visitors than it has been for many years.

"Overseas markets are expected to be enticed by the fact that Britain’s wealth of history, heritage, culture, food, activities and stunning coastline is more accessible this year than many years before," the tourist board said.
 
Buyers from over 30 international markets will be visiting the Best of Britain and Ireland Travel Trade Forum, which takes place on March 26-27 March at London’s ExCeL Centre.

Mike Bedingfield, marketing director of VisitBritain, commented: "Britain has never been more affordable for overseas visitors, and it is vital that we support the trade to make the most of this opportunity in the current economic climate."