The government has brought forward a series of measures to capitalise on the weak pound and boost tourism.
It will make a number of regulatory changes that are designed to cut red tape and enable hospitality businesses to take advantage of the favourable conditions for incoming tourists and also capitalise on the staycation market.
It has released the first phase of the £40m Discover England Fund, designed to encourage tourists to take trips beyond London, as well as making changes to the flexible apprenticeship scheme for seasonal workers and allowing B&Bs to serve alcoholic drinks.
The news was welcomed by VisitBritain chief executive Sally Balcombe, who said she was determined to ensure that the economic benefits of tourism were spread across all regions.
She added that the £40m would be spent on projects including the South West Coastal Path and Visit Kent and Cheshire's Gardens and Gourmets.
"We will now be working closely with them to build world-class ‘bookable' tourism products that showcase the best of England to international and domestic visitors. We look forward to continuing the success of the fund with larger scale bids worth more than £1m in years two and three," Balcombe added.
"Tourism is a fiercely competitive global industry and the Tourism Action Plan demonstrates the government's commitment to improving our competitive tourism offer, which includes making it easier for visitors to explore Britain using our extensive transport network."