A new three year domestic tourism campaign has been announced by VisitEngland aimed at creating 9,100 jobs and generating £365 million in additional spending.
The Growing Tourism Locally initiative is a public private partnership which has received £19.8 million from the Government’s Regional Growth Fund plus funds from VisitEngland and the tourism sector.
It will back local destination campaigns based in specific regional themes that are designed to inspire more Britons to holiday at home.
The campaign follows this year’s hard-hitting £4 million Great Britain domestic holidays push, timed to capitalise on the Olympics and Queen’s Diamond Jubilee that urged Brits not to go abroad this summer.
This angered many in the outbound travel trade and the government has indicated any future campaigns will not seek to promote UK breaks at the expense of foreign holidays.
Under the new push destination campaigns will start to roll out over the next six months while themed campaigns will begin running in early 2013 in time for Easter and summer holiday bookings for next year.
Themes expected to be part of the programme include heritage, coastal, countryside, and culture including sport and literature.
Cumbria Tourism kicks off the programme today with a campaign called Go Share Great Moments and Go Take your Breath Away highlighting local food, adventure and family activities.
James Berresford, VisitEngland 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 added: “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.”