The initiative, which highlights the £22bn-a-year contribution the event and meetings industry makes to the UK economy every year, will now be known as Britain for Events 2010.
As well as a new name, the campaign will now be extended over a longer period of time with a series of events taking place over several months, culminating in a focus week from 18-25 October 2010.
So far the line-up includes an MP Forum at the House of Commons, and the Event UK exhibition from 21-22 September at the NEC Birmingham.
"We are looking to raise our game yet again, and not just because we have reached our landmark tenth anniversary," said Visit Britain co-ordinator Simon Mills, who is also head of business visits and events and partner marketing.
"By adopting the new Britain for Events 2010 branding we are looking to use the vast reach of Visit Britain, its international network and corporate partners."
Last year the campaign reached more than 17 million people globally through its online activity.
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