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Twice as many Brits (26%) believe that heritage is more important to Britain than modern culture and attractions (13%), according to a survey.

Overall, 24% of people think that Britain has a rich cultural heritage, according to the VisitBritain poll.

The research was carried out ahead of Open Weekend, which will officially launch Britain's 'cultural Olympiad', celebrating the nation's culture and beginning the four-year build up to the 2012 Olympics.

Tom Wright, chief executive of VisitBritain, said many people forget that, while it has a rich heritage, Britain has also given the world 'a wealth of contemporary cultural icons'.

He added: 'The economic climate and competition from other destinations means tourism to and within the UK is changing. Visitors may believe that because our heritage has been here for centuries it will be here for centuries more and there is little they have not already seen.

'We must remind them of all that is new and different throughout the UK - of the contemporary experiences they will miss - if we are to maintain our place among the world's leading destinations.'

Sandie Dawe, VisitBritain's 2012 director, said that the forthcoming Olympics presents a 'once-in-a-lifetime opportunity to position a dynamic, vibrant and welcoming Britain as the best destination in the world'.

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