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VisitEngland has launched a national £1.2m campaign aimed at increasing domestic coastal breaks and visitor spending across England through autumn and into 2027.
The ‘All on England’s Coast’ campaign will promote coastal destinations through five themes: Creative, Nature, Outdoor, Historic and Classic. The campaign comes as VisitEngland research shows domestic coastal breaks have fallen 18% year on year, with travellers also taking shorter trips, booking later and spending less.
VisitEngland said the potential economic opportunity is significant, with redirecting just 10% of spending on overseas travel to domestic holidays estimated to generate an additional £8bn for the economy. The first phase of the £1.2m advertising campaign will run from 28 September to 1 November, before returning in February and March 2027. VisitEngland is working with a match-funded commercial partner to turn the campaign’s reach into bookings.
The campaign will run across radio, podcasts, social media and digital channels, targeting families and younger adults. The five coastal clusters highlight different experiences across England. The Classic Coast in the North West focuses on traditional seaside breaks, while the Historic Coast across the North East and Yorkshire promotes coastal heritage, maritime history and walking routes. The Creative Coast in the South East focuses on wine, seafood, creative towns and coastal wellbeing. The Nature Coast in the East highlights wildlife and waterways, while the Outdoor Coast in the South West promotes coastal exploration, seasonal food and wellness.
VisitEngland is working with Local Visitor Economy Partnerships and tourism businesses in coastal destinations to support the campaign. The campaign follows VisitEngland’s pilot ‘All on the North West Coast’ campaign with Tripadvisor earlier this year, as well as its ‘My Coast has the Most…’ industry activation ahead of the summer season.
Tourism supports more than two million jobs in England and contributes £127bn annually to the economy, according to VisitEngland.
Stephanie Peacock, tourism minister, said: “Tourism sits at the heart of our coastal communities, with millions of people choosing to visit the British seaside every year for their holidays.
“The sector not only provides fantastic days out but is also a key part of the economy. That is why the Government has been giving it strong backing through the Great British Summer Savings scheme, which has been promoting great days out across the country.”
She added: “For me, there is something truly special about a trip to the seaside. I have so many fantastic memories of holidays around the UK growing up, and it is a real pleasure to continue discovering new places along our coastline. In the past month alone I have visited Blackpool’s iconic seaside resort, Dorset’s famous Jurassic Coast and enjoyed a traditional cream tea in Devon.”
Andrew Stokes, director at VisitEngland, concluded: “Our ‘All on England’s Coast’ campaign shines a spotlight on the people, places and businesses that make our coastline so special, inspiring more people to book a break and support local economies.”
VisitEngland has launched a national £1.2m campaign aimed at increasing domestic coastal breaks and visitor spending across England through autumn and into 2027.
The ‘All on England’s Coast’ campaign will promote coastal destinations through five themes: Creative, Nature, Outdoor, Historic and Classic. The campaign comes as VisitEngland research shows domestic coastal breaks have fallen 18% year on year, with travellers also taking shorter trips, booking later and spending less.
VisitEngland said the potential economic opportunity is significant, with redirecting just 10% of spending on overseas travel to domestic holidays estimated to generate an additional £8bn for the economy. The first phase of the £1.2m advertising campaign will run from 28 September to 1 November, before returning in February and March 2027. VisitEngland is working with a match-funded commercial partner to turn the campaign’s reach into bookings.
The campaign will run across radio, podcasts, social media and digital channels, targeting families and younger adults. The five coastal clusters highlight different experiences across England. The Classic Coast in the North West focuses on traditional seaside breaks, while the Historic Coast across the North East and Yorkshire promotes coastal heritage, maritime history and walking routes. The Creative Coast in the South East focuses on wine, seafood, creative towns and coastal wellbeing. The Nature Coast in the East highlights wildlife and waterways, while the Outdoor Coast in the South West promotes coastal exploration, seasonal food and wellness.
VisitEngland is working with Local Visitor Economy Partnerships and tourism businesses in coastal destinations to support the campaign. The campaign follows VisitEngland’s pilot ‘All on the North West Coast’ campaign with Tripadvisor earlier this year, as well as its ‘My Coast has the Most…’ industry activation ahead of the summer season.
Tourism supports more than two million jobs in England and contributes £127bn annually to the economy, according to VisitEngland.
Stephanie Peacock, tourism minister, said: “Tourism sits at the heart of our coastal communities, with millions of people choosing to visit the British seaside every year for their holidays.
“The sector not only provides fantastic days out but is also a key part of the economy. That is why the Government has been giving it strong backing through the Great British Summer Savings scheme, which has been promoting great days out across the country.”
She added: “For me, there is something truly special about a trip to the seaside. I have so many fantastic memories of holidays around the UK growing up, and it is a real pleasure to continue discovering new places along our coastline. In the past month alone I have visited Blackpool’s iconic seaside resort, Dorset’s famous Jurassic Coast and enjoyed a traditional cream tea in Devon.”
Andrew Stokes, director at VisitEngland, concluded: “Our ‘All on England’s Coast’ campaign shines a spotlight on the people, places and businesses that make our coastline so special, inspiring more people to book a break and support local economies.”
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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