All on the North West Coast Campaign

On 16 February 2026 we’re launching a new domestic coastal marketing campaign to drive breaks across destinations on England’s North West coast.

Why a campaign for coastal tourism?

The decline of domestic holidays has hit coastal towns hard. Seaside breaks are down 11% year on year as cities have grown in popularity. Yet our research shows that two-thirds (67%) of the UK population would consider a holiday or short-break to an English seaside destination. This rises among families to 76%, and 75% for those aged 25-34 and 35-44 - but this isn’t currently translating into overnight bookings.

There is a huge opportunity to drive more visits and overnight stays in coastal locations to support economic growth, create jobs and deliver prosperity for local communities. Converting just 10% of what Brits spend on travelling abroad to holidaying here could deliver an £8 billion boost annually to our economy.

Introducing “All on the North West Coast”

The pilot £1 million domestic marketing campaign puts the spotlight on destinations, attractions, experiences and accommodation providers to build back demand for domestic breaks. It targets families with young children and childfree adults aged 25-44.

We are running the campaign with our commercial partner, Tripadvisor, and the three Local Visitor Economy Partnerships (LVEPs) who cover the region - Marketing Lancashire, Liverpool City Region Destination Partnership and Cumbria Tourism.

Through a multi-channel, high-impact partnership approach, the pilot campaign inspires consumers to enjoy the region by showcasing the breadth of coastal experiences on offer - from classic promenades and family attractions to wildlife‑rich dunes and fresh coastal culture.

The digital campaign runs across VisitEngland and partners’ channels including on Instagram and Facebook, with North West coastal content ranging from short films, articles, interactive guides and coastal ‘show reels’ to encourage visitors to discover more and explore further. There is also content created by Greg Rutherford on trips to the region alongside radio ads featuring Greg and on Tripadvisor’s purpose-built hub where Brits can book their coastal breaks directly.

This pilot campaign supports us to make the case to Government for similar marketing activity in the future.

Campaign Themes

Throughout the pilot campaign, we’re highlighting our unique tourism offer by focusing on products aligned with three content themes which have been informed by our research and designed to reflect the audience’s interests and motivations.

Coastal Calm

This audience wants to slow down and reconnect. They’re looking for space to breathe, away from screens and schedules. Whether it’s a quiet walk through the dunes, spotting wildlife, or simply watching the tide roll in, we’re showing how the coast offers a chance to be present with nature and with each other.

Coastal Classics

This audience is craving nostalgia, familiarity and fun. They want to relive the seaside holidays of their childhood and pass those memories on to their own children. From donkey rides and arcades to fish and chips on the pier, these experiences offer comfort, joy, and a sense of tradition. We’re showing families how England’s North West coast delivers timeless fun.

Coastal Curiosities

This audience wants to find the unexpected and spark their children’s imagination. They’re drawn to places that surprise and delight—where every visit reveals something new, quirky, or unique. From hidden art installations and pop-up food stalls to unusual wildlife encounters and offbeat local legends, Coastal Curiosities is all about discovery. We’re highlighting destinations where families can stumble upon creative experiences, taste new flavours, and make memories that are truly one-of-a-kind.

How to get involved

This pilot campaign is focused on England’s North West coast, but you can get involved in the All on the Coast campaign.

Join the coastal conversation on social media and tag posts with our official campaign hashtag #AllOnTheCoast. Celebrate how your location, or experience, is the place to enjoy Coastal Calm, Classics or Curiosities this spring through inspiring content and local stories.

Using our campaign hashtag allows us to find your posts and potentially like, comment and amplify on our social media channels. We can’t reshare everything but we’re always looking for great content to share.

On your consumer-facing website, consider how you can theme your content around ‘Coastal Calm’, ‘Coastal Classics’ or ‘Coastal Curiosities’. You may wish to feature coastal destinations and products more prominently on your website during the duration of the pilot.

To stay up to date with all our opportunities and industry news, visit our ‘Working with us’ section and subscribe to our fortnightly newsletter.

Here are some more tips to help you put your coastal destination in the spotlight:

Is your destination the setting for any upcoming film or television series? Think creatively about new events, milestones and anniversaries – how do you lean into these on social or through PR?
What’s unique about your coastline? Does it have any geographical features that make it stand out? Is there a quirky story/legend/icon associated with your destination?