VisitEngland has launched a nationwide campaign encouraging tourism businesses, destinations, industry partners and local communities to celebrate England’s coastline and inspire more domestic visitors to explore the country’s seaside destinations.
Running from 29 June to 5 July, the ‘My coast has the most…’ campaign invites participants to share short videos highlighting what makes their stretch of coastline unique, creating a collective celebration of England’s diverse coastal destinations ahead of the summer holidays.
The campaign forms part of VisitEngland’s wider strategy to support coastal tourism, bringing together attractions, accommodation providers, hospitality businesses, local authorities, MPs and residents to showcase everything from beaches and heritage to food, festivals and outdoor experiences.
Tourism Minister Stephanie Peacock said the initiative would bring together voices from across England to celebrate the distinctive character of the nation’s coastline while encouraging more people to enjoy domestic holidays.
She highlighted destinations ranging from Whitby and Blackpool to Devon and Margate, noting that England’s coast offers outstanding attractions, local food and heritage, while also pointing to the Government’s Great British Summer Savings scheme, designed to make family days out more affordable and support local economies.
VisitEngland Director Andrew Stokes said the campaign is built around the pride that coastal communities have in the places where they live and work, encouraging local people to tell their own stories and invite visitors to discover what makes their area special.
He said England’s coastline offers everything from scenic walks and festivals to historic towns, independent pubs, boutique accommodation, arts and culture, making it an ideal destination for summer breaks and year-round visits.
Participants are encouraged to create short social media videos using the phrase ‘My coast has the most…’, sharing them between 29 June and 5 July with the hashtag #AllOnTheCoast. VisitEngland will support the campaign with promotional resources, an industry toolkit and by amplifying content across its own social media channels.
The initiative follows VisitEngland’s earlier £1 million ‘All on the North West Coast’ campaign delivered with Tripadvisor and also builds momentum towards a larger £2 million ‘All on the Coast’ marketing campaign planned for autumn 2026, aimed at encouraging visits during the shoulder season.
VisitEngland said the campaign comes at an important time, with domestic coastal holidays having declined by 18% year-on-year. Its research suggests that if just 10% of spending currently used on overseas holidays were redirected to domestic trips, it could generate an additional £8 billion annually for the UK economy.
Tourism remains one of England’s largest industries, contributing £127 billion to the economy each year and supporting around 2.1 million jobs, many of them in coastal communities where visitor spending plays a vital role in local prosperity.
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