The tourism agency forecasts a return to growth in 2010, with a rise of 0.8% in the volume of inbound tourism to 30.4m, and inbound visitor spending increasing almost 4% to £17.1bn.
If sterling remains weak, VisitBritain says the UK may see a steeper increase in visitor spending than expected.
The tourism agency also anticipates growing demand for business travel, which was particularly badly hit in 2009.
An improving economic situation and favourable exchange rate resulted in the number of visitors to the UK from North America increasing at an annual rate of 11% in the three months to October.
Sandie Dawe, VisitBritain chief executive, said: ‘These figures from the International Passenger Survey, and VisitBritain’s forecasts, suggest that Britain’s tourism is now heading back in the right direction and whilst conditions will still be tough, we believe that the exchange rate will make Britain attractive and offer exceptional value for the new year.’
In the UK, tourism is the fifth largest industry and third largest export earner.
VisitBritain will have three themed global campaigns in 2010: Classic, Dynamic and Luxury, encompassing traditional Britishness, youth and high revenue markets.
A new iPhone app has been launched as part of VisitBritain’s film tourism work around the new Sherlock Holmes film. The theme of film tourism will be continued around the release of the new Robin Hood film.
Other domestic highlights for this year include the Ryder Cup at the Celtic Manor Resort in South Wales and events such as Glastonbury, Wimbledon and the Edinburgh Festival.
However, several agencies and operators predict more Britons will spurn the 'staycation' in 2010 and head for sunnier climes.
See also:
Britons seek sunshine in 2010 (04/01/2010)
Joint tourism push to maximise Olympic benefits (19/11/2009)
UK visitors down, but spend remains the same (19/11/2009)
VisitBritain in e-commerce push (12/10/2009)
Jobs fear amid drop in visitors (14/09/2009)
Value campaign pays off for VisitBritain (14/09/2009)