VisitBritain, the U.K.’s national tourism agency plans on outsmarting its competitors rather than outspending them in the run up to the 2012 Olympic Games by turning to social media to promote the country’s history and culture.

VisitBritain is responsible for the marketing of the U.K. overseas. It works in partnership with thousands of organizations to ensure that Britain is highly promoted across 35 markets around the world as well as within the country itself.

The objective of this marketing campaign is two-fold according to BizReport, in that it will encourage travelers to visit as much of the U.K. as possible before and during their trip to the 2012 Olympic Games and secondly to make them feel a part of British society.

The campaign will focus on five major themes including dynamic, classic, luxury, Generation Y and gay/lesbian travel. Through micro-blogging, blogs and social networks VisitBritain aims to broadcast the country’s culture, history and sporting prowess.

“To capitalize on the potential tourism gains of hosting the 2012 Games in Britain we must be smarter,” said Laurence Bresh, VisitBritain’s marketing director. “We must be smarter with our communications, utilizing social media and a refreshed brand embracing the Olympics and our welcome to Britain agenda.”

Hosting of the 2012 Games is estimated to be worth 2.1 billion Pounds to the tourism industry in the decade to 2017, which will surely give the U.K. the opportunity to showcase its product to the world and raise standards.

“Everyone agrees that there are many fantastic tourism and hospitality offerings in every corner of Britain, and we need to ensure that all our tourism businesses, in every region, grasp the opportunities and reap the benefits from 2012,” said Margaret Hodge, Culture and Tourism Minister.