A new four-year £100m marketing campaign devised by VisitBritain is set to create 50,000 tourism jobs and boost visitor spending in the UK by £2bn. The campaign, which will be fully revealed in the spring, is the result of a joint partnership between VisitBritain and companies including British Airways, DFDS, Lastminute.com, P&O and hotel group Radisson Edwardian. The companies have collectively pledged £50m to the campaign, matching the public money already committed by VisitBritain. The initiative is a response to the government’s challenge to boost tourism for the forthcoming Royal Wedding, the Queen’s Jubilee and the London Olympics in 2012. It is hoped the campaign will boost the number of overseas visitors to Britain by one million every year.