Local tourism boost from VisitEngland
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VisitEngland has launched a new three-year project to boost local tourism marketing throughout the country.
Its ‘Growing Tourism Locally’ campaign has been funded with £19.8 million of the government’s Regional Growth Fund; £9m from VisitEngland and £12m from the tourism sector. It is expected to generate £365 million in additional tourism spend, with promotions focusing on the leisure, business and events sectors.
In an extension to its holidays at home approach, the new campaigns will focus on destinations for the next six months, starting with Cumbria across London. Themed campaigns will then run from early 2013 ahead of the easter and summer holidays with focuses in heritage, coastal, countryside, culture, sport and literature.
“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,” said James Berresford, chief executive of VisitEngland. “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.”