A VisitBritain survey has found 72% of those living in its target inbound audiences have seen the GREAT campaign and 23% of those who have seen the campaign want to the visit in the UK in the next year.
It expects an extra 422,000 international visits from those where its advertisements have been shown, with some heading outside London too.
“In 2012 Britain became the first Olympic host since Sydney to see an increase in inbound tourism in the year of the Games,” said Sandiw Dawe, chief executive of VisitBritain.
“The GREAT campaign is playing a major role in our efforts to attract a greater number of overseas visitors, with those seeing our images increasingly likely to visit the UK in the next few years.”
More than 31 million overseas tourists visited the UK in 2012 spending a record GBP18.6 billion.