All on England's Coast: Join our domestic campaign to showcase your coastal destinations this autumn/winter

All on England’s Coast: Inspiring domestic visitors to book short breaks across England’s coastal destinations this autumn and spring. 

Following the success of our pilot campaign ‘All on the North West Coast’ launched in February 2026, our latest campaign invites domestic visitors to explore across England’s coastline. This latest phase of activity forms part of a wider coastal focus in 2026/27. 

Our new national, coastal marketing campaign drives domestic demand for England’s coastal destinations with paid marketing starting in autumn 2026. 

The campaign focuses on connected coastal clusters, each offering distinctive experiences, stories and reasons to visit. Activity will run in two bursts in autumn (late September to late October 2026) and early spring 2027 (February to March 2027), and is delivered in partnership with coastal LVEPs, destinations and industry partners to deliver an impactful, multi-channel campaign.

Why focus on the coast?  

Coastal breaks are down 18% year-on-year. Coastal tourism is vital for supporting jobs, small businesses and local economies. 

Our research shows that 67% of the UK population would consider a holiday or short break to an English seaside destination. Interest in seaside breaks rises to 76% for families and 75% for people aged 25 to 34 and 35 to 44. But this interest isn’t currently translating into overnight bookings, showing the opportunity to drive domestic visits and overnight stays.

The opportunity is significant. If just 10% of outbound travel spend was redirected to holidaying at home that would deliver an £8 billion economic boost to the UK economy.   

Tourism delivers beyond economic benefits too; residents in tourism destinations feel more pride in place compared to residents in non-tourism destinations.   

80% of holidaymakers feel more positive after UK travel too, with 70% feeling healthier and replenished. Meanwhile the tourism sector offers valuable job opportunities, with 85% of tourism apprenticeships held by under-24s.   

Campaign themes and target audiences  

The campaign is targeting young adults, aged 25+, socially connected and digitally engaged, and families aged 35–54. Research shows both audiences are keen to discover new places, create memorable experiences and make the most of their leisure time. 

To support in navigating the breadth of England’s coastal offer, the campaign groups neighbouring destinations into themed coastal regions encouraging audiences to explore multiple destinations across the coast.

The themes are: 

North East & Yorkshire – The Historic Coast: A coastline where England’s story comes to life through ancient castles, maritime heritage, characterful fishing towns and centuries of history set against dramatic coastal landscapes. 

North West – The Classic Coast: The traditional English seaside at its best, blending iconic resorts, family fun and Victorian heritage, with expansive beaches, quieter shores and timeless coastal experiences.  

East Coast – The Nature Coast: A coastline shaped by nature, offering vast skies, wildlife-rich landscapes, peaceful beaches, nature reserves and some of England’s most spectacular coastal scenery. 

South West – The Outdoor Coast: England’s ultimate outdoor playground, with dramatic coast paths, world-class surfing, local specialities, outdoor wellness and unforgettable seaside adventures.  

South East – The Creative Coast: England’s coast of culture, creativity and white cliffs, where historic seaside towns, contemporary arts, iconic landmarks and vibrant food and drink experiences meet the sea.