Summary: VisitEngland has kicked off the North West England coast campaign — a month-long promotional push starting 16 February with a budget of one million. The initiative, developed with Tripadvisor and regional partners, aims to boost domestic breaks and support local businesses.

VisitEngland has unveiled a targeted marketing campaign to promote the North West England coast, encouraging people to choose domestic seaside breaks. The initiative focuses on the region’s coastline and seeks to attract more UK residents to its beaches, towns and natural attractions.

Campaign scope and objectives

The campaign is designed to showcase the variety of experiences available along the North West coast — from quiet nature escapes to lively seaside attractions. It is intended for holidaymakers seeking family-friendly activities, relaxing retreats or short adventure breaks while also directing visitor spend to local businesses.

The programme will run for one month, beginning on 16 February, and operates with a budget of one million. Its core aim is to stimulate domestic travel for economic benefit across the North West.

Partners, content and target audience

VisitEngland has teamed up with Tripadvisor and regional tourism bodies including Marketing Lancashire, Liverpool City Region Destination Partnership and Cumbria Tourism. The campaign primarily targets families with young children and adults aged 25–44.

  • Digital films and short features
  • Editorial articles and interactive guides
  • An influencer-led programme (including Olympian Greg Rutherford)
  • A dedicated Tripadvisor hub for direct bookings

Campaign content will be distributed across Instagram, Facebook and Tripadvisor, with influencer-led material and short films designed to inspire bookings via the new Tripadvisor hub.

Context: a push to revive local breaks

Coastal destinations in England have experienced reduced visitor numbers in recent years, with a reported decline of 11% year-on-year. VisitEngland positions this campaign as part of a wider effort to capture a greater share of domestic leisure spending.

  • If 10% of UK residents’ overseas holiday spending shifted to domestic trips, research indicates it could add £8 billion to the national economy
  • Tourism in the UK generates £127 billion each year and supports over two million jobs
Coastal town and sandy beach on the North West coast of England with visitors walking along the shore
Coastal scenery and seaside towns along England’s North West coast are central to the campaign

What to discover on the North West coast

The North West offers a mix of landscapes and attractions — expansive sandy beaches, dune and forest walks, family theme parks, independent museums and lively pier towns. Local food and arts scenes provide additional reasons to plan a short break.

How businesses and visitors can take part

VisitEngland will host a new section on its website with planning resources, booking links and suggested itineraries. Local tourism operators are encouraged to add and tailor content via VisitBritain.org to connect with potential visitors and feature in campaign materials.

Tip: If you're considering a spring break, check VisitEngland’s campaign hub and the Tripadvisor booking area for curated options and family-friendly suggestions.

Why this matters: the campaign aims to shift more UK leisure spending towards local destinations, sustaining jobs and strengthening regional economies. For travellers it means more visibility of coastal options, easier planning through online hubs, and fresh inspiration for short breaks close to home.