New York: Keen to dispel the recent images of rioting and fire in London and other cities in England, Prime Minister David Cameron has kicked off a major global campaign that seeks to put the `Great` back into Britain and boost business and tourism in the country.
Launching the initiative called the `GREAT` campaign in New York, Cameron said: "In 2012 there will be only one place to be. With the Olympic and Paralympic Games coming to London next summer, the greatest show on earth is about to arrive in one of the world`s greatest cities."
Calling the campaign, which seeks to boost business and tourism in view of the 2012 London Olympics, "simple", he said, "There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit."
The GREAT campaign seeks to promote the UK as one of the very best places to visit, study, work, invest and do business. It will centre on 10 key areas of British excellence: technology and innovation; entrepreneurship; creativity; knowledge; green; heritage; sport; shopping; music; and countryside.
Culture Secretary Jeremy Hunt said: "It`s based on something that isn`t new -- the idea of putting Great back into Britain is something that has been around for a very long time, but we think this is the moment to use it next year."
"It is about using that brand to create more exports, more inward investment, more trade, more foreign tourists and also to make sure that we can put the record straight after some of the terrible events that happened this summer, which created a negative image," he said.
The government aims to attract an extra four million visitors to the country over the next four years. Official sources said that tourism will be a key part of the GREAT campaign.
Tourism contributes GBP 115 billion each year to the UK economy.
Cameron also announced plans for a `Global Investment Conference` for investors and business leaders to be held in London on the eve of the Olympics.
The conference includes a programme of summits such as `British Business Embassy` highlighting key sectors for global growth, and an on-line `British Business Club.`
Vince Cable, the Business Secretary, said: "The Olympics is a tremendous opportunity to showcase the best of British. We want to demonstrate the great products we already offer the world, from Formula One racing cars to innovative aerospace technology and cutting edge fashion brands.”
"And we want to highlight the opportunities for world-leading businesses with global ambition to invest and grow in Britain."