Campaign launch: All on England’s North West Coast

VisitEngland has launched a new domestic tourism campaign, “All on England’s North West Coast”, which officially began on 16 February. The campaign showcases the region’s diverse coastal destinations, attractions, experiences, and accommodation providers, encouraging people across the UK to take a domestic break on the North West coast.

The initiative comes in response to research showing that visits to England’s coastal destinations have declined by 11% year-on-year, highlighting the need to support coastal economies and communities through increased domestic tourism.

Minister for Tourism, Stephanie Peacock, said:

“The government is committed to championing our regions and reminding people of the great destinations right on their doorstep.”

VisitEngland Director Andrew Stokes added:

“With warmer weather on the horizon, now is the perfect time to consider booking a domestic break on England’s North West coast, boosting the economy and supporting jobs and local communities.”

The campaign highlights the opportunities that domestic travel can bring to coastal areas, helping to strengthen local economies, support businesses, and benefit communities across the region.

VisitEngland is delivering the campaign in partnership with Tripadvisor and Local Visitor Economy Partnerships (LVEPs), including Marketing Lancashire, Liverpool City Region Destination Partnership, and Cumbria Tourism. The campaign is aimed primarily at families with young children and adults aged 25–44.

Running across VisitEngland and partner digital channels — including Instagram and Facebook — the campaign features a wide range of North West coastal content, from short films and articles to interactive guides and coastal “show reels”, all designed to inspire visitors to discover more of the region.

Olympian Greg Rutherford will also feature in campaign content, documenting trips across the North West coast, alongside radio advertisements and dedicated content hosted on Tripadvisor’s bespoke campaign hub, where visitors can directly book coastal breaks.

Find out more about the campaign here.