Hilton Worldwide has become the second hotel group to back the Government's plan to create a £100m global marketing fund to promote the UK overseas.
For an undisclosed sum of cash and value-in-kind, the hotel group - which has more than 90 properties in the UK - will work with VisitBritain on a multi-channel marketing, sales and public relations programme.
Simon Vincent, area president Europe, Hilton Worldwide, said that the company was proud to be working alongside the Government in showcasing the UK as one of the world's outstanding destinations, to both business and leisure visitors.
"Together we share an incredibly rich heritage, exceptional experiences, wonderful locations and people that know true hospitality," he said.
Hilton is the second hotel group, alongside Radisson Edwardian, to show its support for the marketing programme, which aims to encourage four million extra overseas visitors to the UK and £2b more visitor spending.
Sandie Dawe, chief executive at VisitBritain, said: "Partnering with Hilton gives us the opportunity to showcase England, Scotland, Wales and Northern Ireland, owing to their fantastic Britain-wide reach of hotels. Being a strong global brand means that their name is familiar to the international audience we are targeting.
"Our aim is to give potential tourists a reason to visit now, and having Hilton as a founding partner as we launch VisitBritain's wider £100m marketing programme will allow us to do just that."
Tourism minister John Penrose said the support of Hilton Worldwide was well-timed. "The next couple of years will see this country front and centre on the world stage as never before," he said. "Companies with a global presence and reputation will make a huge difference to the campaign and we are delighted to have them on board."
Penrose is seen here on the far right at the recent opening of London Syon Park, a Waldorf Astoria hotel (a Hilton brand) with, from left to right, Simon Vincent, Andreas Panayiotou, chairman of the Ability Group and owner of the hotel, and Christopher J Nassetta, president and chief executive, Hilton Worldwide.
By Janet Harmer
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