• A £1 million campaign aims to reverse an 11% decline in coastal tourism visits.
• The initiative primarily targets young families through digital and social media platforms.
• Olympic athlete Greg Rutherford serves as a prominent ambassador for the regional promotion.
• Strategic partnerships include Tripadvisor and local tourism boards from Lancashire, Liverpool, and Cumbria

VisitEngland has launched a new domestic marketing campaign titled “All on England’s North West Coast,” designed to revitalize tourism across the region’s seaside destinations this spring. Backed by £1 million in funding, the initiative aims to address a recent decline in coastal visitors, which research indicates has dropped by 11% year-on-year. By spotlighting diverse attractions, accommodations, and local experiences, the campaign seeks to stimulate economic growth and support community jobs within the tourism sector.

The strategy specifically targets young families, utilizing a multi-channel digital approach to reach its audience. Content will be distributed across social media platforms such as Instagram and Facebook, featuring interactive guides, short films, and “show reels” of the Northwest coastline. A notable element of the campaign is the involvement of Olympic athlete Greg Rutherford, who will contribute to radio advertisements and create content documenting his own trips to the region.

VisitEngland is executing this project through strategic partnerships with Tripadvisor and several Local Visitor Economy Partnerships, including Marketing Lancashire, the Liverpool City Region Destination Partnership, and Cumbria Tourism. A dedicated hub has been established on Tripadvisor to provide travelers with centralized access to regional information and booking resources. Minister for Tourism Stephanie Peacock MP noted that the government remains committed to promoting regional travel, emphasizing the importance of innovation and partnership in ensuring the long-term success of the domestic tourism industry. As the spring season approaches, officials hope the campaign will remind residents of the high-quality holiday destinations available within the country.