People visiting popular landmarks in the UK have the option of buying
backpacker travel insurance before they leave home.
VisitBritain reports that people visiting the recent Best of Britain and Ireland event voted the London Eye as their favourite UK landmark.
Ken Kelling, communications director at Visit London, said the UK travel sector could work more effectively with travel agencies in countries such as India and China as most travellers in these areas still book through agents.
He added that Europeans might visit Britain as many as three times in a given year, while the UK is also a popular destination for Americans.
Mr Kelling said: "We are known in Europe for fashion, music and nightlife - the perception that if something is going to happen first, it will happen in London."
Many more Britons may choose to take trips within the UK in response to financial concerns related to overseas trips. Everyone has the option of buying one-way travel insurance.
The mayor of London, Boris Johnson, has launched a new campaign from the London Eye to promote London.
Downunder - providing competitive
cheap travel insurance in the UK for over 15 years.