Heritage gives Cool Britannia the boot

Is this what you think of when you think of Great Britain?

Last year the number of tourists to Britain fell 7 percent to 23 million and the amount of money they spent dropped by 14 percent to just over ten billion pounds. To redress the balance the British Tourist Authority is launching a new advertisement campaign , ditching the old Cool Britannia image and going back to basics.

The bowler hat, the bulldog, the Black Taxi outside Buckingham Palace. These are the images they've chosen to represent Britain in the 21st century. Are we flogging a dead horse - or is tradition the best way of selling Britain abroad?

On PM tonight, we hear a selection of voices from around the world to judge how Britain is viewed.

So does this new campaign give the right impression of Britain? We brought together the travel writer Jennifer Cox and first, Simon Thurley, chief executive of English Heritage.

To listen to these items, click on the links above