New British Prime Minister David Cameron has recently said that Great Britain should be bragging to the rest of the world about its historic monuments and national treasures.
Tourism may be a sector that generates $130bn (£84bn) and three million jobs for the UK economy but it is rare for a Western leader to acknowledge its contribution so enthusiastically.
Rajan Datar asks if history and heritage really are the best way to attract overseas visitors to the UK.
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