When he's not jetting off to Tuscany, David Cameron loves nothing more than a good old British staycation, and even welcomed his daughter Florence while on holiday in Cornwall.
And now, while on a visit to New York, the Prime Minister has announced a new UK tourism campaign to coincide with the 2012 London Olympics.
Announcing the details of the new GREAT campaign, created by the Department for Culture, Media and Sport in conjunction with VisitBritain, Cameron said: 'In 2012 there will be only one place to be. With the Olympic and Paralympic Games coming to London next summer, the greatest show on earth is about to arrive in one of the world's greatest cities.
'We are determined to make the most of this unprecedented opportunity to ensure we deliver a lasting economic legacy that will benefit the whole country.
'This campaign is simple. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.'
Jeremy Hunt, the Secretary of State for Culture, Olympics, Media and Sport added: 'With the eyes of the world on Britain in 2012, we have a fantastic opportunity to showcase everything that the country has to offer. The GREAT campaign will ensure that we make the most of London 2012 to boost tourism and business, leaving a lasting economic legacy from London's Games.'
The campaign will help the Government's aim of boosting visitors to Britain by an additional four million in the next four years.
With tourism bringing in £115 billion a year to the UK economy, it's been singled out as an area with potential for even more growth (read: money-making) over the next few years.
VisitBritain, who've contributed £50 million to the GREAT campaign, says: 'Now is the time for us to highlight the diversity of what we have to offer visitors across Britain – our great history and heritage; our great countryside and natural beauty; our great culture, shopping, sports, world-class food and drink; and the great warmth of our welcome.'