The campaign will go live in Germany, France, Italy, Spain and the Netherlands in the week of 14 February and launches in the US on 10 February.
The scheme will feature cities across the UK such as London, Edinburgh and Cardiff and will "encourage visitors to see another side of Britain", promoting new experiences such as kayaking on the Thames, Edinburgh’s Fringe Festival and gin tasting at Cardiff Distillery.
It will build on the government’s Tourism Recovery Plan published in June 2021, which aims to get domestic and international tourism back to pre-pandemic levels.
VisitBritain chief executive Sally Balcombe said the organisation’s priority is to "build back demand for Britain and visitor spending as quickly as possible".
"As well as messages of welcome and reassurance, we’re shining the spotlight on our vibrant and diverse cities," she added.
"Telling the stories of our renowned heritage with a modern twist, our buzzing contemporary culture and innovative food and drink scene, we are showing that Britain is packed full of fresh and exciting experiences to come and see today."
