VisitEngland launches local marketing campaigns worth £365 million to the economy

VisitEngland has today announced the start of a new partnership project that will generate £365 million in additional tourism spend.

‘Growing Tourism Locally’ is a three-year project that has been funded by £19.8 million from the Government’s Regional Growth Fund (RGF).

Aimed at inspiring Britons to holiday at home, the project aims to grow jobs in the tourism sector by 9,100 over the three years.

The investment focuses on working directly with destinations and the private sector to create dedicated marketing campaigns throughout the country. Destination campaigns will start over the next six months, while themed campaigns will begin running in early 2013 in an attempt to stimulate bookings for the Easter and summer holidays.

Themes will focus on things that England is renowned for: heritage; coastal; countryside; and culture such as sport and literature. Business tourism will also receive support from the RGF to build on VisitEngland’s work with destinations to grow the value of international conferences, events and conventions.

Chief executive of VisitEngland James Berresford 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 Prise 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.”