VisitBritain, the national tourism agency, has formed a partnership with American Express, to jointly market Britain as a tourist destination. The new agreement will allow VisitBritain and its partners to reach millions of American Express card members around the world with offers and travel information. For its part, American Express has created UK Inspiration, an online portal providing exclusive offers and insider knowledge from some of UK's most influential fashion, food, entertainment and travel bloggers. VisitBritain will contribute up-to-date destination content, images, and blogs for the site. UK Inspiration will provide travellers from key tourism markets, such as the US, France, the Middle East, China and Australia, with a range of dining, shopping, travel and entertainment offers to drive spending in these industries and further grow inbound tourism. This partnership forms part of VisitBritain's overall effort to increase visitor numbers to the country by four million, as well as raising the profile of Britain as a travel destination in key overseas markets.