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A previously announced £2 million government funded flood recovery campaign is being launched to support tourism businesses and drive holiday bookings ahead of the Easter break.
VisitEngland has developed a campaign with two elements – events focused on providing business support and a tactical marketing campaign called ‘Spot On England’ aimed at boosting bookings.
The initiative follows the announcement by the Department for Culture Media and Sport last month of a tourism package to help flood-affected tourism businesses get back on their feet.
Research by VisitEngland shows that 10% of consumers say that have been put off taking a trip to affected areas despite industry messages that it is ‘business as usual’.
The domestic tourism agency is partnering with 16 destinations to organise 50 events around the country where tourism businesses can gain free access to experts on building design, communications and social media, marketing and legal issues to ensure greater resilience against severe weather conditions in the future.
VisitEngland chief executive James Berresford said: “We welcome this additional funding from government to support the tourism industry.
“It has enabled us to act fast, and together with our destination partners we are providing vital on the ground support to help businesses become more resilient against severe weather conditions in the future.
“The price-led Spot on England advertising campaign will support our efforts to reassure visitors that England remains a beautiful and exciting destination to visit this spring and summer.”