VisitEngland's £41m local marketing campaign aims to boost spend by £365m

21 August 2012 by
VisitEngland's £41m local marketing campaign aims to boost spend by £365m

Tourism board VisitEngland has launched a £41m local marketing campaign that it hopes will boost tourism spend in the country by £365m.

The three-year project, called Growing Tourism Locally, is aimed at inspiring Britons to take more holidays at home, in a move that it hopes will generate 9,100 jobs in the tourism sector over the period.

The scheme is funded by £19.8m from the Government's Regional Growth Fund (RGF), with contributions fron VisitEngland and the private sector.

The investment 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.

Cumbria Tourism will begin the programme today with an advertising campaign called Go Share Great Moments and Go Take your Breath Away with adverts appearing in London's key rail and underground stations. The adverts will feature the countryside of the Lake District and other parts of Cumbria highlighting the quality of local food, adventure and family activities.

Business Tourism is also to receive support from the RGF and will build on VisitEngland's work with destinations to grow the value of international conferences, events and conventions.

James Berresford, VisitEngland's chief executive, said: "The RGF money is a huge boost for tourism in England. 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."

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."

The total cost of the campaign will be £41m including £20m from the RGF, £9m from VisitEngland, and £12m from the national and local tourism sector.

By Neil Gerrard

E-mail your comments to Neil Gerrard here.

If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to jobs

Looking for a new job? Find your next job here with jobs

Blogs on ]( Catch up with more news and gossip on all Caterer's blogs
[E-newsletters]([ For the latest hospitality news, sign up for our E-newsletters
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking