NEWS
Cash injection for 11 English tourism projects NEW PROJECTS RECEIVING MONEY
By Samantha Mayling
VisitEngland has revealed the latest tourism projects to receive funding from the £40 million Discover England Fund.
Eleven successful bids receive funding of up to £250,000 and will target international visitors from the Gulf Cooperation Council countries, the Nordics, Spain, Portugal, the US and Ireland. Tourism minister Michael Ellis
said: “The Discover England Fund helps to promote our brilliant destinations to visitors all over the world. This round of funding will showcase the north west and north east of England, including its beautiful scenery, historic places and dynamic cultural scene. “It will also expand tourist
products in the Midlands, south and south west so communities across the country can share the benefits of our booming tourism industry.” Sally Balcombe, VisitEngland
chief executive, added: “Activity delivered through the fund is driving tourism growth throughout the country.”
◗ ‘Discover more than just a holiday’, led by Marketing Lancashire – This targets Nordic visitors aged 18-34, inspiring them to explore the north west while acquiring new skills or
self-improvement activities. ◗ The Northern World Heritage Collection, led by Cumbria Tourism – Targeting the US and Irish markets, this will focus on northern Unesco World Heritage sites, launching bookable products to the travel trade for the group and fully
independent traveller markets. ◗ Buzzing for the weekend, led by Warrington Council – This focuses on those aged 18-25 from Spain and Portugal, flying into Liverpool’s John Lennon
The latest announcement included further funding for ongoing Discover England Fund schemes: Brilliant Science, led by Marketing Cheshire; Horseracing – Sport of Kings, led by Marketing Cheshire; England’s Literary
Airport and exploring the Liverpool City Region, Cheshire
and Lancashire. ◗ Manchester Musical Gateway, led by Marketing Manchester
– This project will evaluate the appeal of Greater Manchester as a
music tourism destination. ◗ Uncover the Cotswolds, led by Cotswolds Tourism – This will bring together experiences in the Cotswolds, Forest of Dean and Wye Valley into an easily
bookable format. ◗ Authentic Collections, led by Hotels and More
This will develop small group tours, supporting smaller and privately owned accommodation providers as well as local restaurants.
Greats, led by Visit Hampshire and Visit Nottinghamshire; England’s Seafood Coast, led by English Riviera BID; and Developing The Urban Food Hub, led by Destination Bristol. Gill Haigh, managing director of
Our aim is to help bring these experiences to market, working with the travel trade to ensure they are bookable before travel
Cumbria Tourism, said: “With two World Heritage Sites in the county, we feel we are perfectly placed to up the ante both for Cumbria and our northern neighbours on the global stage.” Kathryn Davis, Destination
Bristol’s head of tourism, added: “The everyday offer of Sunday roast, afternoon tea or a pint in the local can seem like a fascinating and quirky custom to international visitors. This initiative is about uncovering those experiences [and] our aim is to help bring these experiences to market, to ensure
they are bookable before travel.”
visitbritain.org
Cities plan ‘one-stop shop’ for Chinese tourists
London, Manchester and Birmingham have unveiled a £1.2 million tourism campaign to make it easier for Chinese visitors to explore England. Called Experience England,
the project will offer packages to the cities as well as trips to surrounding villages and areas such as The Lake District. Led by London & Partners,
UP, UP AND AWAY: Organisers of the annual Bristol International Balloon Fiesta have introduced new coach parking regulations due to huge demand for the 40th anniversary event (August 9-12). Coaches and tours must book a space in advance at a new coach park but slots are limited, so designated drop-off points are available in the city centre. More than 500,000 visitors are expected to watch the event, which will feature 130 balloons and inject an estimated £15 million into the local economy.
4 TravelGBI | July-August 2018
the mayor of London’s official promotional agency, the campaign includes Marketing Manchester and the West Midlands Growth Company. It is financed by a £1.2 million
visitbristol.co.uk/coachparking
grant from the £40 million Discover England Fund. Experience England will provide a seamless “one-stop shop” for flights, hotels and transport.
Packages will be available from leading Chinese travel provider,
Qunar.com, and could include shopping trips to London’s West End, a VIP visit to English Premier League champions, Manchester City, and a tour of Shakespeare’s birthplace in Stratford-upon-Avon. London’s deputy mayor, Rajesh
Agrawal, said: “London’s world-class attractions, shops and restaurants make our city a fantastic choice for Chinese visitors looking for a unique
holiday experience.”
londonandpartners.com
travelgbi.com
©VisitBritain/Andy Hall
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