1. Inspire travellers from overseas to visit and explore Britain
   2. Deliver a global network to support tourism promotion overseas
   3. Champion tourism and engage industry and Government in support of its growth
   4. Maximise the tourism legacy benefits of the 2012 Olympic and Paralympic Games

Everything we do is centred around these four key outcomes, to maximise the impact of public investment in tourism. Find out more about our marketing strategy and how this ties into our overall strategy in the Britain Marketing section.