Discover England Fund
The three-year £40million Discover England Fund, announced by Government in 2015, will ensure that England stays competitive in the rapidly growing global tourism industry, by offering world-class English tourism products to the right customers at the right time.
The fund supports the growth of one of England’s most successful export industries, inbound tourism. Tourism is an industry that delivers jobs and economic growth across the English regions - generating £106 billion a year and employing over two million people, with a strong domestic market. England has seen record tourism spend in the past year from both domestic and international visitors.
Year 5 additional funding – a new allocation of funding was agreed for Year 5 for existing large-scale projects and year 3 projects, to support recovery in light of COVID-19 and ongoing product development to be delivered by March 2021.
For more information visit Discover England fund overview : VisitBritain
Visit York is a part of three marketing projects benefitting from the Discover England Fund:
England Originals, led by England’s Historic Cities
Building on a project which gained Discover England funding, England Originals is the marketing campaign from England's Historic Cities. It brings together fifteen of England's top-flight historic destinations with the City of London into five specially selected itineraries that transport visitors into the heart and soul of England.
The campaign has been aimed primarily at US millennials, one of the fastest growing consumer groups in international travel. It demonstrates how easy it is to take a three or four day trip by trains into regional England. A brand new hub will host all the new content and be fully bookable on visitlondon.com.
The England Originals app has also been updated to include some exciting new features, taking advantage of cutting edge augmented reality technology to provide engaging and immersive content for each of our itineraries.
We have also developed an online travel trade training programme or travel agents and operators to learn more about England Originals.
In Year 5 of the fund, it will focus on developing the product for the domestic market whilst continuing engagement in the US market. English Historic Cities will be presented as individual propositions under the England Originals brand, rather than as part of multi-destination itineraries. The project will develop the product offer to be broader and deeper, more experiential and more relevant to millennial visitors, well beyond their heritage core and embracing products in the cities’ rural hinterlands.
Growing Manchester as an International Gateway, led by Marketing Manchester
The Growing Manchester as an International Gateway to the North project has worked with destinations, travel trade and the tourism industry to lead a partnership to maximise the potential of the North of England as an international destination and gateway to the North.
In Year 5 of the fund, this project proposes to deliver a continued programme of support for newly created bookable products. Activities include the rebuilding and deeper engagement with travel trade and tour operator intermediaries; a product audit; B2B marketing activities and raising awareness to challenge perceptions of Manchester and the North. The project team will extend the focus of the project to include the UK short break market as well as continuing to work in the US and reaching out to a number of other overseas markets in recovery.
Visit York have worked in conjunction with Visit Leeds and Welcome to Yorkshire to create themed itinerary ideas across Yorkshire including royal and film connections and taste / foodie experiences. Alongside the bookable products showcased on the gateway hub pages.
For more information visit Manchester: Gateway to the North
The Explorer's Road
Targeting the German market – this project will promote a 300 mile touring route from London to Northumberland featuring hidden gems and iconic English attractions located along the route.
Original target audience: German cultural explorer’s 25-49 years, consumer and trade
Who is involved: Numerous destinations along the A1 route (from Hertfordshire to Northumberland)
Packaging up well-known destinations with those that are off-the beaten track the project will develop itineraries that include attractions, accommodation options, places to eat and activities to provide a rich cultural and quintessentially English experience.
This campaign is supported by York businesses including: JORVIK Viking Centre, York Minster, York’s Chocolate Story, York Castle Museum, Railway Museum, City Cruises York, Castle Howard, Bar Convent, Brew York. Dean Court Hotel, York Marriott, York Pass. In addition, York Minster is one of the key campaign partners.
In Year 5 of the fund, this project will refocus to support domestic tourism activity and support businesses in their recovery, giving the opportunity to extend their season and attract new audiences in the wake of COVID-19. It will capitalise on the fact that driving will be a popular form of transport will also integrate cycling. Activity focuses on on-boarding businesses to TXGB to increase the bookability of the product. A programme of product development is proposed to ensure that businesses are recaptured and reintegrated onto the route and then broaden and deepen the product offer.
For more information visit www.explorersroad.com