The new agencies will help market Britain to potential visitors throughout Europe, having been awarded three-year contracts covering a total of 18 countries.
Marketing activity will encompass online, offline, above- and below-the-line activity, with attention paid to the appeal of London, as well as the country as a whole.
The markets include Austria, Belgium, the Czech Republic, Norway, Poland, Portugal, Russia, Sweden and Switzerland.
Simon Mills, VisitBritain's marketing manager for Europe, says: "Europeans make more than 23m visits to Britain every year. With huge growth in visits from Eastern Europe particularly, we need to use ever more creative approaches to ensure they are familiar with all the experiences and destinations available here.
"All of the selected agencies demonstrated a solid understanding of our needs and brought creativity, innovation and energy to the table -- exactly what we need to increase Britain's brag factor among new and existing audiences."
The move comes two months after VisitBritain announced it will rebrand London's global identity for the first time in five years to raise the profile of the city ahead of the 2012 Olympic Games.
It hired branding agency Saffron to overhaul its consumer, corporate and business branding.