The UK has been named one of the world’s most desired countries after the US, Germany and France.
Based on interviews with 20,000 people around the world, the Nation Brand Index survey named the UK the planet’s fifth most desirable tourism destination, while the country was ranked fourth for being "rich in historical buildings and monuments" and its "vibrant city life and urban attractions".
If money were no object, the UK would be the world’s eighth most popular destination, while Britain climbed one place to 23rd for being "rich in natural beauty".
Sandie Dawe, VisitBritain’s chief executive, said the survey results highlight Britain’s "enduring appeal".
"It is clear that we are retaining our appeal in an increasingly competitive world market," she commented.
"With more governments recognising tourism as a driver of growth and ramping up their international marketing it is striking that our ratings are remaining steady."
Earlier this month, VisitBritain joined forces with British Airways to launch a new tourism campaign that aims to promote Britain’s diversity.