The United Kingdom shall no longer suffer from the image of being an expensive destination: This April a PR campaign will start in Europe and the USA bearing the key information that due to currency fluctuations it pays to book an island escape.

To illustrate this, a budget of 7,3 million euros stands by.

The latest figures suggest immediate action: Although total arrivals for the year 2008 were only down a modest 2 per cent, in the last quarter there was a downfall of 12 per cent.

The least loss came from the continent with only 2 per cent; the biggest falls were from North America with 13 per cent.

Financial arguments might call some of the missing guests back: The British pound has fallen significantly against both the US dollar and the euro over the last six months.

The campaign announced at the ITB Berlin will highlight competitive deals currently on offer from hotels and airlines.