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Local marketing campaigns deliver jobs and growth boost for England

The project, funded by £19.8m from the Government’s Regional Growth Fund (RGF) and with a total investment of £41.6m including contributions from VisitEngland and the private sector, is aimed at inspiring UK residents to take more holidays at home.

VisitEngland, the national tourist board, reveals the latest results of the three-year project, ‘Growing Tourism Locally’, which in its second year has to date generated a total of £416 million additional tourism spend and created 7,744 additional jobs for the sector.    
The project, funded by £19.8m from the Government’s Regional Growth Fund (RGF) and with a total investment of £41.6m including contributions from VisitEngland and the private sector, is aimed at inspiring UK residents to take more holidays at home and stimulate employment to grow jobs in the tourism sector by 9,139 over the three year period to March 2015.

The latest round of results reveal the impact of local marketing campaigns that took place over the Spring and Summer 2013 in partnership with a number of destinations across the country. These campaigns alone have generated £185.1million in tourism spend and 3,428 additional jobs for the sector. They included destination based campaigns featured across a selection of national and regional print, broadcast and digital media. Campaigns included amongst others a ‘Kids Love Cornwall’ campaign promoting family friendly breaks, a campaign in Newcastle titled ‘Have the Tyne of Your Life’ championing the ‘Geordie city break’; and a heritage themed campaign in Durham featuring attractions including Beamish Museum.

James Berresford, VisitEngland’s Chief Executive said: “The Growing Tourism Locally project continues to deliver fantastic results, creating jobs and providing a boost for tourism in England by showcasing the high quality product on offer in England through these creative marketing campaigns.  It demonstrates the benefits of public and private sector partners working together to stimulate the visitor economy. After a successful first year the project continues to build on this success in its second year, with destinations throughout the country benefiting significantly from this investment.”

Tourism Minister Helen Grant said: “The tourism industry is making a huge contribution to economic growth and job creation. These fantastic results show the government’s investment in the industry is helping to generate additional tourism spend and creating thousands of new jobs across the country.”

The ‘Growing Tourism Locally’ project focuses on working directly with destinations throughout England and the private sector to create a number of dedicated marketing campaigns throughout the country that will focus on specific areas and themes. A combination of Destination focused and themed marketing campaigns – including Heritage, Coastal, Countryside, and Culture including Sport – have been rolled out since the launch of the project in August 2012 to boost holiday bookings and stimulate consumer interest in taking holidays and short breaks.

Co-Founder & Chief Editor - TravelDailyNews Media Network | Website | + Posts

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.

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