VisitBritain replaces the British Tourist Authority (BTA) and the English Tourism Council (ETC), which officially merge on April 1.
The identity for the merged body, to be revealed at the British Trade and Travel Fair taking place in Birmingham this week, was created by Interbrand.
Headed by BTA chief executive Tom Wright, VisitBritain will be responsible for marketing Britain abroad as well as promoting England to domestic tourists.
Kenny Boyle, who joined the BTA last week, becomes international marketing director of VisitBritain. The body is close to hiring another top marketer, who will take the title of marketing director for England.
The first campaign from the newly branded body will be a £4m television and press drive promoting England to domestic tourists.
"It will be aimed at encouraging people over 30 to take a contemporary and positive view of their own country," said a spokeswoman for VisitBritain.
The advertising campaign, created by WCRS, is scheduled to break on April 23, St George's Day, with the strapline 'Undecided on your break yet? Look on your own doorstep!'
Feature, page 24; Opinion, page 19.
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