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News release - Issued by VisitEngland

VisitEngland’s ‘Growing Tourism Locally’ project exceeds both job generation and additional tourism spend figures in final results

VisitEngland today reveals the final results of its three-year project, ‘Growing Tourism Locally’, which has generated a total of £1.05bn additional tourism spend and created a record number of 19,490 additional jobs for the sector. The project, aimed at inspiring UK residents to take more holidays at home and to create jobs in the tourism sector, has now exceeded the three year target of 9,139 jobs and £419 million additional tourism spend figure.

The Growing Tourism Locally project was funded by £19.8m from the Government’s Regional Growth Fund (RGF) and with a total investment of £41.6m including contributions from VisitEngland and the private sector.

These latest final figures include the results of marketing campaigns that took place in Autumn/Winter 2014/15 including a Short Breaks Campaign across Cumbria, York and Derbyshire. The destination based campaigns featured across a selection of national and regional print, broadcast and digital media and included a campaign to promote the food and drink offers available in Durham and Northumberland and a social media campaign to promote Christmas activities in Nottinghamshire.

Lady Cobham CBE, Chairman of VisitEngland Advisory Board said: “It is fantastic to see the results of the ‘Growing Tourism Locally’ campaign which is aimed at driving growth, by encouraging Brits to book a short break at home in one of the many wonderful destinations on offer across England. The results speak for themselves – generating over £1bn in additional tourism spend and creating 19,490 jobs. A brilliant result; promoting England as a world-class holiday destination.”


Kaye Woodhouse Corporate Communications

Tel: 0207 578 1244,



Notes to editors:

The list of local delivery partners:

 Bath Tourism Plus
 Cumbria Tourism
 Destination Bristol
 Experience Nottinghamshire
 Make It York
 Marketing Birmingham
 Marketing Liverpool
 Marketing Manchester
 Newcastle Gateshead Initiative
 Northumberland Tourism
 Visit Cornwall
 Visit County Durham
 Visit Leeds
 Visit Peak District & Derbyshire

About ‘Growing Tourism Locally’ – a Regional Growth Fund Tourism Investment Project

 In October 2011 VisitEngland’s application to the Government’s Regional Growth Fund was approved by the Department for Business, Innovation and Skills (BIS). £19.8 million was awarded to deliver a three year partner marketing project entitled ‘Growing Tourism Locally’.

 This project aims to stimulate the domestic visitor market to grow local economies through increased tourism activity by UK residents. The project enables VisitEngland to work in partnership to facilitate growth at a local level, further amplifying the second Holidays at Home are GREAT campaign that was launched in March this year.

 The project ‘Growing Tourism Locally’ has the potential to create the equivalent of 9,139 full time jobs across England and is focussed on supporting areas that are currently dependent on the public sector for employment to transition to private sector-led growth and prosperity where tourism can be a key contributor.

 The RGF funding is matched with private sector funding at national and local levels to create a project of £41million over 3 years to March 2015.
ABOUT Regional Growth Fund

 The Government’s Regional Growth Fund is a £3.2 billion fund designed to help companies in England to grow. It supports projects and programmes committed to leveraging private investment and delivering sustainable jobs.

About VisitEngland

 VisitEngland’s focus is on the development and delivery of the new Discover England fund for product development to ensure that bookable regional product is being sold in international markets. This activity will also benefit the domestic industry by building engagement and partnerships between and across regions and developing product that will be attractive to both domestic and international markets.

 Our work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on

 Tourism in England is worth £106 billion, and supports 2.6 million jobs.