Hopes for an increase in government funding for promoting tourism look in doubt after tourism minister Shaun Woodward said extra investment was not the answer.
Industry leaders are lobbying ministers during British Tourism Week
They are offering £20m to promote the industry in the run-up to the London 2012 Olympics if the amount is matched by the Government.
The Tourism Alliance said VisitBritain's overseas marketing budget of £35.5m had remained static for 10 years, yet benefited the UK economy by £1b a year.
The UK was outspent on tourism marketing in the USA and by 25 other countries, it said.
But Woodward said the Government was under pressure from competing demands.
Woodward said the UK's overseas marketing spend matched those of France and Germany combined.
By Daniel Thomas
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