Tourism Minister Stephanie Peacock has backed a new national campaign to encourage more people to holiday on England’s coast, arguing that seaside communities are central to jobs, local businesses and economic growth.
VisitEngland has launched the £1.2 million “All on England’s Coast” campaign, promoting coastal breaks across five themed areas and aiming to increase domestic visits and visitor spending through the autumn and into 2027.
Peacock said:
Our coast is synonymous with England’s heritage, and our coastal communities play a huge role in supporting jobs, businesses and driving economic growth through the visitor economy.
The campaign comes as VisitEngland research shows domestic coastal breaks have fallen 18% year-on-year, with travellers also taking shorter trips, booking later and spending less.
Five coastal regions showcased
The campaign groups England’s coastline into five themes designed to showcase the range of experiences available.
The Classic Coast covers the North West, the Historic Coast includes the North East and Yorkshire, the Creative Coast focuses on the South East, the Nature Coast covers eastern England and the Outdoor Coast promotes destinations across the South West.
The first advertising phase will run from 28 September to 1 November, before returning between February and March 2027.
VisitEngland is working with Local Visitor Economy Partnerships and tourism businesses to promote attractions ranging from traditional seaside holidays and coastal walks to wildlife, food, heritage and creative destinations.
Peacock highlights economic importance of seaside towns
Peacock, who serves as Minister for Sport, Tourism, Place and Digital Government, has repeatedly highlighted the importance of coastal tourism to local economies.
During a recent visit to Blackpool, she said millions of visitors to Britain’s seaside destinations sustain businesses and thousands of jobs while contributing to regeneration in coastal communities.
Tourism as a whole is forecast to contribute around £161 billion annually to the UK economy by 2030.
Encouraging more people to holiday at home
VisitEngland estimates that if just 10% of British spending on overseas travel were redirected towards domestic holidays, it could generate an additional £8 billion for the economy.
The campaign is therefore aimed not only at promoting England’s coastline but at encouraging people to spend more of their holiday budgets within the UK.
Peacock said tourism remains “at the heart” of coastal communities and pointed to government initiatives including the Great British Summer Savings scheme as part of wider efforts to support the visitor economy.
Supporting coastal jobs and businesses
The initiative follows an earlier VisitEngland pilot focused on the North West coast and forms part of a wider government ambition to spread tourism growth beyond London and established visitor hotspots.
For Peacock, the objective is to turn England’s coastline into an even stronger economic asset — helping seaside towns attract visitors throughout the year while supporting local jobs, hospitality businesses and communities.
