VisitEngland has launched its domestic coastal marketing campaign to drive breaks to Southport and all seaside destinations on England’s North West coast.
The £1 million funded campaign, ‘All on England’s North West Coast’, which kicked off on Monday (16th February 2025), is putting the spotlight on destinations, attractions, experiences and accommodation providers to build back demand for domestic breaks.
Minister for Tourism Stephanie Peacock MP said:
“The government is committed to championing our regions and reminding people of the great destinations right on their doorstep.
“We are proud to shine a light on the stunning coastal resorts of the North West. These places have their own rich story to tell and deserve the jobs, investment and the pride that a thriving visitor economy brings.
“VisitEngland’s campaign is a key example of the necessary innovation and partnership needed to ensure the success of our domestic tourism sector.”
VisitEngland Director Andrew Stokes said:
“With warmer weather on the horizon now is the perfect time to consider booking a domestic break on England’s North West coast, boosting the economy and supporting jobs and local communities.
“Whether you are looking to connect with nature or revisit childhood memories, England’s North West coast has it all, with fantastic stories to tell and wonderful experiences and products for everyone to enjoy.
“From restorative retreats to dune walks and forest trails and from theme parks and fish and chips on the pier to quirky museums and hidden art, there truly is a magical break for everyone.”
Leader of Sefton Council, Cllr Marion Atkinson said:
“Tourism is a massive part of Sefton’s economy and each year we welcome millions of people to our beautiful borough to enjoy its many sights and sounds. From our world-famous Southport Air Show to the iconic Iron Men, Sefton is a borough that has it all and I am delighted that VisitEngland is highlighting our stunning coastline.”
Liverpool City Region Destination Partnership Managing Director Natalie Wyatt said:
“Spring offers a fresh chance to get outdoors and explore the breathtaking coastline of the Liverpool City Region. This campaign puts the spotlight on the landscapes, experiences and coastal businesses that make our destination so special. From New Brighton and West Kirby on the Wirral to Crosby Beach, the dunes of Formby and the classic appeal of Southport, this campaign not only celebrates these stunning destinations, but also the vital economic boost that increased visitor numbers bring to our local businesses and communities. With lighter days and warmer weather ahead, our coastal communities are prepared to offer unforgettable experiences while driving real economic benefit.”
VisitEngland research shows that England’s coastal destinations have been seeing fewer visitors in recent years with numbers down 11% year-on-year.
And there is a huge opportunity if more of us holidayed at home. Converting just 10% of what Brits spend on travelling abroad to holidaying here could deliver an £8 billion boost annually to our economy.
This pilot campaign will support VisitEngland to make the case to the government for similar marketing activity in the future.
VisitEngland is working with Tripadvisor and Local Visitor Economy Partnerships (LVEPs) Marketing Lancashire, Liverpool City Region Destination Partnership and Cumbria Tourism on the campaign which targets families with young children and adults aged 25-44.
The digital campaign will run across VisitEngland and partners’ channels including on Instagram and Facebook, with North West coastal content ranging from short films articles, interactive guides and coastal ‘show reels’ to encourage visitors to discover more and explore further. There will also be content created by Olympian Greg Rutherford on trips to the region alongside radio ads featuring Greg and on Tripadvisor’s purpose-built hub where Brits will be able to book their coastal breaks directly. To access the hub go to: www.tripadvisor.co.uk/northwestcoast
Local tourism businesses, visitor attractions and destinations are encouraged to get involved with the campaign, with a new dedicated section of VisitBritain.org featuring content that can be adapted to promote local experiences available here: https://www.visitbritain.org/all-north-west-coast-campaign
Tourism is one of England’s largest, most valuable industries - supporting hundreds of thousands of small-to-medium sized businesses, more than two million jobs and worth £127 billion to the economy in England.
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