The Government has stumped up an additional £750,000 cash to help market the UK's rural tourism industry in the wake of the recent flooding and the foot-and-mouth outbreak.
The amount will be supplemented by £250,000 of tourism marketing body Visit Britain's existing budget, bringing the total to £1m.
Following the floods which hit the north of England as well as the south west and the Midlands, Culture Secretary James Purnell visited the Courtyard Theatre, home of the Royal Shakespeare Company in Stradford-upon-Avon today.
Commenting on the extra funding, he said, "This £1,000,000 cash injection from Government and VisitBritain will help promote England's many great destinations. And we'll be making sure that overseas visitors are reminded just how much there is to do in Britain."
The new funding is designed to make sure people planning their summer holidays in the UK are not put off by the weather or movement restrictions imposed after the Surrey foot-and-mouth outbreak, according to the Department for Culture, Media and Sport.
Christopher Rodrigues, chairman of Visit Britain, is also due to visit affected businesses in Tewkesbury, Gloucester and Cheltenham. He will also meet Regional Development Agency representatives and South West Tourism bosses.
By Chris Druce