Birmingham businesses are urged to knock at least a fifth off their prices to cash in on the Olympic tourism boom.

Visit Birmingham has partnered with Visit England for its “20.12%” campaign, which aims to boost domestic tourism and urged businesses across the region to help promote it.

The initiative starts on March 8 with a television advert showcasing UK destinations, including Birmingham, in a bid to encourage people to ‘holiday at home’.

Emma Gray, director of Marketing Services for Visit Birmingham, said: “The eyes of the world are on the UK in 2012 – events such as the Olympic Games and the Diamond Jubilee provide businesses with a rare opportunity to showcase their offer during this key year for UK tourism.

“Businesses should look to make the most of Birmingham’s fantastic year of events with the BMX World Championships, AVIVA 2012 Olympic trials, Test match cricket and over 20 independent festivals taking place in the region.

“We are encouraging a wide range of businesses across Birmingham, the Black Country and Solihull to get involved with the 20.12% initiative, offering discounts which will further encourage people to stay in the region during 2012.”