Tourists are reportedly staying away from the UK due to concerns over swine flu, after Britain became the worst hit country in Europe.

According to London Lite, Britain - which has the fourth highest number of swine flu cases in the world at 10,000 with 16 deaths - has seen tourists cancelling trips, including European schools abandoning plans to visit and two conferences at Cambridge University being cancelled.

Visit Britain is conducting a survey on the effect of swine flu on UK tourism. A spokesperson said: "It is hard to assess what impact swine flu has had, alongside the recession and exchange rate.

"We want to reassure people that there is no reason to cancel trips."