After 12 months in the making VisitBritain has finally unleashed a new website for domestic and overseas tourists today.
A radical redesign, headed by digital agency SapientNitro, is at the centre of the overhaul with huge amount of space given over to maps and images.
VisitBritain says 95% of the photography will come from images taken from photo-sharing website Flickr. It is also encouraging visitors to upload their own pictures to Flickr.
The photography sections are linked to the maps so users can switch between the two channels when searching for destination and activity ideas.
The site supports 23 different languages around the world and is segmented around a number of key channels for the user: destination content and maps; things to do; events; accommodation; transport; and tips.
The accommodation element of the site features a new search system for hotels and other accommodation providers in the UK, with links to online aggregators such as LateRooms, Active Hotels and Superbreak.
This element of the site is, however, one of the most controversial parts of the overall VisitBritain digital strategy, with many in the industry split of over how close a state-backed organisation should be to commercial product suppliers.
VisitBritain says the new site will spearhead its efforts to draw visitors to the UK ahead of and during the 2012 Olympic Games, taking place in London.
The site has also used maps from both Bing and Google.