VisitEngland has launched a £1.2 million national campaign aimed at increasing domestic coastal breaks and visitor spending across England.
The All on England’s Coast campaign will promote coastal destinations through five themes – Creative, Nature, Outdoor, Historic and Classic – highlighting experiences ranging from food and heritage to wildlife, walking and traditional seaside breaks.
The campaign comes as VisitEngland research shows domestic coastal breaks are down 18% year-on-year, with travellers also taking shorter trips, booking later and spending less.
VisitEngland said redirecting 10% of current overseas travel spending towards domestic holidays could generate an additional £8 billion for the economy.
The first phase of the advertising campaign will run from 28 September until 1 November before returning between February and March 2027.
Activity will run across radio, podcasts, social media and digital channels, with VisitEngland working alongside a match-funded commercial partner to help convert interest into bookings.
Tourism Minister Stephanie Peacock said: “Tourism sits at the heart of our coastal communities, with millions of people choosing to visit the British seaside every year for their holidays.
“The sector not only provides fantastic days out but is also a key part of the economy. That is why the Government has been giving it strong backing through the Great British Summer Savings scheme, which has been promoting great days out across the country.
“For me, there is something truly special about a trip to the seaside. I have so many fantastic memories of holidays around the UK growing up, and it is a real pleasure to continue discovering new places along our coastline.”
VisitEngland Director Andrew Stokes said: “England’s coastal destinations are among our greatest tourism assets, offering world-class experiences, stunning landscapes and vibrant communities.
“Our All on England’s Coast campaign shines a spotlight on the people, places and businesses that make our coastline so special, inspiring more people to book a break and support local economies.
“Every part of England’s coastline has its own story to tell, from spectacular walking trails and wildlife-rich landscapes to culture, heritage, food and adventure.”
The Classic Coast will focus on the North West and traditional seaside breaks, while the Historic Coast will cover the North East and Yorkshire with an emphasis on heritage, maritime stories and walking routes.
The Creative Coast in the South East will highlight wine, seafood, coastal towns and wellbeing, while the Nature Coast in the East will focus on wildlife, waterways and seaside destinations.
The Outdoor Coast in the South West will centre on active coastal experiences, seasonal food and wellness.
VisitEngland is working with Local Visitor Economy Partnerships and tourism businesses across coastal areas, targeting families and younger adults.
The latest activity follows the organisation’s All on the North West Coast pilot with Tripadvisor earlier in 2026 and its My Coast has the Most industry campaign ahead of the summer season.
Tourism contributes £127 billion annually to England’s economy and supports more than two million jobs alongside hundreds of thousands of small and medium-sized businesses.
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