Local marketing push proves fruitful for England’s tourism


The latest results of the three-year project from VisitEngland, ‘Growing Tourism Locally, show that the scheme has generated a total of £416m additional tourism spend and created 7,744 jobs for the sector.

The project, which is still only in its second year, is aimed at inspiring UK residents to holiday on home soil more often and stimulate employment to grow jobs in the tourism sector by 9,139 by March 2015.

These latest results have revealed the impact of local marketing campaigns that took place over the spring and summer of last year, in partnership with a number of destinations across the country. These campaigns alone have generated £185.1m in tourism spend and 3,428 additional jobs for the sector.

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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.”

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Zoe Monk

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