The project, entitled Growing Tourism Locally, will generate £365m in additional tourism spend and has been funded by £19.8m from the Government’s Regional Growth Fund, with contributions from VisitEngland and the private sector.
“The RGF money is a huge boost for tourism in England,” said VisitEngland’s Chief Executive James Berresford. “This project enables our public and private sector partners to work together to stimulate tourism and ultimately grow jobs throughout the country with particular emphasis on some local areas.
“This is a great time to launch and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”
Growing Tourism Locally focuses on working directly with destinations and the private sector to create a number of dedicated marketing campaigns throughout the country that will focus on specific areas and themes. Destination campaigns will start to roll out over the next six months while themed campaigns will begin running in early 2013 to stimulate Easter and Summer holiday bookings for next year.
Themes will focus on what England is most loved for including: Heritage, Coastal, Countryside, and Culture including Sport and Literature.
Business Tourism is also to receive support from the Regional Growth Fund and will build on VisitEngland’s work with destinations to grow the value of international conferences, events and conventions.
Local economic growth
Enterprise Minister Mark Prisk said:"Whether it's creating jobs or boosting tourism, the RGF shows the difference that Government and the private sector can make when working together. It is projects like this which will unlock private sector investment in parts of the country that need it most and boost local economic growth."
Cumbria Tourism kick-starts the Growing Tourism Locally programme today with an advertising campaign called Go Share Great Moments and Go Take your Breath Away, with appearing in London’s key rail and underground stations. The adverts will feature the beautiful countryside of the Lake District and other parts of Cumbria, highlighting the quality of local food, adventure and family activities.All other destinations are welcome to participate in the thematic campaigns.
The total cost of the Growing Tourism Locally campaign will be £41m including £20m from the Regional Growth Fund, £9m from VisitEngland, £12m leveraged from the national and local tourism sector.