Britain's Diamond Jubilation celebration in June was as memorable as last year's Royal Wedding, and in a matter of days we'll be welcoming the world to Britain as London plays host to greatest show on earth for a record third time.

In today's competitive tourism industry, being able to promote all that is great about Britain to a global audience in excess of four billion people is an unprecedented opportunity.

Thanks to our arts & entertainment, heritage and varied countryside, Britain's appeal is riding high as we welcomed a record number of holiday visitors in 2011.

Experience shows that usually in the year of the games inbound tourism to the host city and country drops, but we seem to have bucked the trend so far with record tourism revenue in the first five months of 2012.

At VisitBritain, we've embarked on an ambitious marketing campaign that sees £50 million of public money being matched pound for pound by airlines, hotels and tourist attractions to capitalise on the exposure of the Games and bring an additional four million visitors to Britain over a period of four years.

Our "GREAT Britain, You're Invited" campaign started rolling out last year and is central to our efforts to tell prospective visitors more about our culture, heritage, countryside, music, sport and shopping.

'GREAT' is underway in 14 major cities, with almost 90 million people expected to see our ads. For example, in New York we wrapped a subway train in the Union flag and filled Grand Central Station with images of GREAT Britain. In Delhi there are 200 GREAT Britain branded taxis on the streets, and across the Channel in Paris, the Franklin D. Roosevelt Métro station on the Champs-Élysées became an art gallery of GREAT British images.

We've been helped in our efforts by the generosity of a number of celebrities, who have made short films talking about their favourite parts of Britain and extended their personal invitation to visit. Our TV ads feature British actress Dame Judi Dench alongside actors Dev Patel and Rupert Everett, chef Jamie Oliver and model Twiggy. We've also called upon the future with Doctor Who star Matt Smith and added a touch of fantasy with Hobbit actor Luke Evans.

In keeping with the summer of sport, David Beckham supported our Best of Britain android app, while sporting legends Boris Becker, Colin Montgomerie and Lennox Lewis have made personal films talking about what makes London and Britain so special.

Excitement is mounting here, athletes and officials are arriving, the international media are in town, the banners and bunting are out, the Torch has now arrived in London and the opening ceremony is fast approaching, Our hospitality industry - and the many thousands of volunteers - are ready to provide great service and a warm welcome. Let's hope the sun continues to shine and that all our visitors make the most of this wonderful city and enjoy the spectacle.

Let the Games begin!