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Minister urges britons to enjoy England`s vibrant city destinations

Tourism Minister Richard Caborn MP is in Birmingham today at the British Travel Trade Fair (3 March 2004) to launch …

Tourism Minister Richard Caborn MP is in Birmingham today at the British Travel Trade Fair (3 March 2004) to launch  VisitBritain`s new City Culture campaign showcasing 30 of England`s vibrant city destinations.

City Culture entices British visitors to experience the rich cultural heritage of England`s cities and includes recommendations for quality places to stay and visit, as well as ideas for eating out, shopping, events and entertainment. A free 80-page City Culture brochure features cities as varied as World Heritage Site Bath, Capital of Culture Liverpool and Shakespeare`s birthplace, Stratford-upon-Avon and 27 other cities from all regions of England.

Tourism Minister, Richard Caborn MP said:

“The last decade has seen a revolution in the range and quality of cultural attractions our cities have to offer. A fact recognised by the 24 million domestic visitors who holiday in England`s cities each year, spending £3.8 billion.

“This campaign is about reminding other potential visitors of the rich variety of architecture, attractions, festivals, literary and movie locations our cities boast alongside great theatre, free museums, galleries and performing arts for every taste.”

Sponsored by Jurys Doyle Hotels and Jurys Inns, City Culture is endorsed by 11 leading figures from Loyd Grossman, Darcy Bussell and Richard Rogers to Cameron Mackintosh, Gary Lineker and Lord Puttnam. Each provides insights into their own field of excellence to inform visitors of all that awaits them in cities throughout England.

A new survey commissioned by VisitBritain reveals that Britons enjoy cultural pursuits on average twice a week. 16% of 45-54 year olds enjoy cultural pursuits more than eight times a month and, perhaps surprisingly, one in ten 18-24 year olds experience an equal amount. Younger people also enjoy city breaks with 54% of 18-34 year olds surveyed taking between one and three a year in the UK.

To extend the City Culture campaign, VisitBritain also announced its sponsorship of the Royal Philharmonic Orchestra for the next year. Together, the two organisations will carry out marketing activities to persuade more people to `enjoy England`.

As Mike Bedingfield, Director of England Marketing at VisitBritain, added:

“According to our research, around one in ten of us take more than eight trips a month to museums and galleries or to watch spectator sports, music concerts and theatre performances. With the increasing popularity of short breaks in our regional cities, `City Culture` and enjoyEngland`s sponsorship of the Royal Philharmonic Orchestra will help to encourage British visitors to take more holidays here at home.”

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