York’s tourism agency, Visit York, has announced it will receive £666,666 from the Government’s Regional Growth Fund as part of a new 3 year partnership project coordinated by the national tourist board, VisitEngland, aimed at inspiring more Britons to holiday in England.
The investment project called ‘Growing Tourism Locally’, will deliver a series of local destination marketing and thematic campaigns across the country. Boosted by additional private sector support, including investment by East Coast Rail and ongoing support from the City of York Council, this means that York will benefit from a new £1million pound campaign over three years.
The project will generate £365million in additional tourism spend for the UK as a whole with a number of destinations benefiting from £19.8million from the Government’s Regional Growth Fund (RGF), with contributions from Visit England and the private sector.
Visit York’s campaign aims to boost the local economy by 5%, an estimated £22 million over the three years, creating an estimated 391 new jobs. UK-wide, Visit England’s ‘Growing Tourism Locally’ campaign will grow jobs in the tourism sector by 9,100.
Visit York will receive £160,000 in the first year, which will fund a UK wide campaign targeting visitors from London, the South East, Midlands and Scotland. The first wave of activity will persuade visitors to choose York for a winter break between November and March, so boosting revenue to the city in the off peak season. Details of the new campaign will be released shortly but will include online marketing, outdoor advertising and dedicated public relations.
Gillian Cruddas MBE, Chief Executive of Visit York, commented: ‘As a tourism agency, we have worked for over 25 years to promote our great city to the rest of the UK and we are now recognised globally as a world class destination. The RGF funding is a major coup for York and will enable us to take this awareness to the next level and inspire UK holidaymakers to choose York.’
James Berresford, VisitEngland’s Chief Executive said: “The RGF money is a huge boost for tourism in England. This project enables our public and private sector partners to work together to stimulate tourism and ultimately grow jobs throughout the country with particular emphasis on some local areas. This is a great time to launch and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”
Across the country, destination campaigns will start to roll out over the next six months whilst themed campaigns will begin running in early 2013 to stimulate Easter and summer holiday bookings for next year. Themes will focus on what England is most loved for including: Heritage, Coastal, Countryside, and Culture including Sport and Literature.