Culture secretary James Purnell announced that the money would go to VisitBritain to help it continue to promote rural destinations and visitor attractions.
VisitBritain will use the money to fund marketing campaigns to raise awareness about regional holiday destinations, including B&Bs, caravan parks and attractions.
Mr Purnell explained: "Britain is open for business. Right across the UK there are fantastic cultural and tourist attractions putting on high-quality events.
"I want to remind people across the country of the wealth of world-class cultural and leisure opportunities on our doorsteps. You don't need to go far to have a great day out. And we'll be making sure that overseas visitors are reminded just how much there is to do in Britain."
Tom Wright, chief executive of VisitBritain, said that the money would allow his organisation to "implement high-profile activities on a larger scale" and attract more tourists to regional Britain.
Recently, prime minister Gordon Brown declared that the UK was the "best place in the world" to take a holiday.
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(Tony Hill and Helen Gillilan)
