A new marketing campaign fund worth £1bn to help British tourism make the most of the London 2012 Games has been announced by the culture secretary.
Jeremy Hunt said it must aim to be "the best tourism marketing plan that any Olympics host country has ever had".
He was speaking at the Weymouth and Portland National Sailing Academy, where the Olympic sailing events will be held.
The campaign will target Britain's 20 priority markets in the years around 2012.
Mr Hunt said Britain would learn the lessons from other global events in the past such as the Olympics in Barcelona and Sydney, and Germany's hosting of the World Cup.
He said: "Making sure we have a lasting tourism legacy from hosting the 2012 Olympic and Paralympic Games is one of the most pressing issues for the industry, and a top priority for government too.
"I believe no other country can offer such rich history, wonderful culture, or stunning countryside, and it's important we showcase to the world the amazing range of attractions and experiences this country offers.
"But as well as encouraging more people from overseas to visit our shores, I also want to make sure we do all we can to get British holidaymakers to stay in the UK.
"So I'm challenging the whole tourism sector to increase the proportion of domestic tourism spend by UK residents to 50%."