A new national campaign from VisitEngland is encouraging more people to discover England’s coastline, with Southport and the Liverpool City Region’s distinctive mix of beaches, seaside experiences, events waterfront, heritage, culture and outdoor activities providing plenty of reasons to plan a coastal break.
The ‘All on England’s Coast’ campaign showcases the diversity of experiences available around England’s shores and encourages people to book coastal breaks through autumn, winter and into 2027.
VisitEngland research shows that domestic coastal breaks are currently 18% lower year-on-year, with visitors also taking shorter trips, booking later and spending less.
The new campaign aims to help reverse that trend by inspiring more domestic visits and encouraging people to spend with local tourism businesses.
The opportunity for domestic tourism is significant. VisitEngland estimates that if just 10% of spending on overseas travel was redirected to domestic holidays, it could generate an additional £8 billion for the economy.
For Liverpool City Region, the campaign provides an opportunity to put its coastal experiences in front of new audiences.
Southport offers a British seaside experience alongside a strong programme of events, attractions, gardens, food and outdoor activities.
Put a smile on your face with the 17-day Southport Comedy Festival which takes place at Victoria Park 2nd-28th October 2026 with stars including Jason Manford, Jason Byrne, Paul Sinha, Jimeoin, Clinton Baptiste, Henning Wehn, Gary Delaney, Paul Merton and Suki Webster, Adam Kay, Mike Wozniak, Seann Walsh, Scott Bennett, Mick Miller and more.
That’s followed by the return of Southport Oktoberfest 23rd & 24th October 2026 and by the brand new Books Alive, from 24th-31st October 2026 – an event bringing storytelling, creativity and fun to the area including a free interactive trail and author performances.
Visitors can explore independent shops, restaurants and cafés, enjoy the town’s extensive parks and gardens, or combine a coastal visit with attractions including The Atkinson and Southport Market.
It also provides access to the wider Sefton coast, with opportunities for walking, cycling, wildlife watching and enjoying the area’s distinctive coastal landscapes.
Crosby Beach offers one of the region’s most distinctive coastal experiences, with Antony Gormley’s Another Place installation of 100 cast-iron figures stretching along the shoreline. The beach provides a dramatic setting for walking, photography and experiencing the changing landscape and views across the Irish Sea.
Wirral offers an amazing coastal experience, with beaches, promenades, countryside and historic villages stretching around the peninsula. New Brighton, famous for having the longest promenade in the UK, features historical coastal landmarks including the New Brighton Lighthouse, which was built in 1830 and Fort Perch Rock, a 19th century coastal defence battery built to protect the port of Liverpool. Ideal for seaside strolls offering stunning views across the water toward the Liverpool skyline, New Brighton is a great location for an autumn stay.
West Kirby provides a popular base for exploring the coast, with views across the Dee Estuary towards North Wales and opportunities to walk along the promenade and visit nearby Hilbre Island at low tide.
Further along the coast, Hoylake combines a seaside setting with access to the Wirral Way and wider outdoor experiences. Visitors can also combine the coastline with a visit to Port Sunlight, one of the country’s best-preserved historic garden villages.
Natalie Wyatt, Managing Director of Liverpool City Region Destination Partnership, said:
“Liverpool City Region has an incredibly varied coastal offer, from the beaches and seaside experiences of Southport to the landscapes and coastal villages of Wirral, alongside Liverpool’s iconic waterfront and maritime heritage.
“We are pleased to see VisitEngland putting coastal tourism firmly in the spotlight at a time when destinations and businesses need to encourage more people to take domestic breaks and explore somewhere new.
“Our coastline offers something for different types of visitors, whether that is a seaside day out, a walk beside the Mersey, exploring our maritime heritage, enjoying great food or simply getting outdoors.
“For visitors who may already think they know Liverpool, our coastal experiences provide another reason to stay longer, explore further and discover more of the wider city region.”
The first phase of VisitEngland’s £1.2 million advertising campaign runs from 28 September to 1 November 2026 across radio, podcasts, social media and digital channels, targeting families and younger adults and encouraging them to turn inspiration into bookings.
For more information on Liverpool City Region’s coastal destination, click HERE.
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