VisitBritain has developed the first White Label of ancillary services it offers on its website for the BMI airline.
The FlyBMI.com website will include a new section allowing users to buy London Oyster Cards and other transport passes, tickets for attractions and shows, and secure restaurant bookings.
The white label is the first time VisitBritain as built a product feed of its commercial activities for a third party website.
VisitBritain director of commercial and marketing services, Kenny Boyle, said: “With increasing competition from destinations around the world and visits from Europe currently up just one per cent, Britain must take every opportunity to remain ahead of the crowd.
“Our ambition is to help all parts of the industry improve their profitability and widen awareness of all that can be enjoyed on a business or leisure trip here.”
Other products available on the BMI-branded service include destination guides, books and maps.
Christine Van den Winckel, international marketing manager for BMI, said: “BMI constantly integrates new technologies for a smooth and comfortable travel experience. Today this unique partnership with VisitBritain makes FlyBMI.com still more attractive, user-friendly and interactive for its increasing number of users.”