Discover England Fund
Driving growth in international tourism and benefiting the domestic market. Responding to consumer needs and market opportunities. Fuelling our competitive edge. The Discover England Fund is sparking fresh ideas and facing industry challenges head on.
Keeping England competitive
The three-year £40 million Discover England Fund, announced by Government in November 2015, aims to keep England competitive in the rapidly growing global tourism industry, by offering world-class English tourism products to the right customers at the right time.
The Fund successfully attracted an exceptional number of high quality bids for Year One (2016/17) funding, far outweighing the allocated funding available for its inaugural year.
From golf to stories, seafood to a self-guided activity app, the first two tranches of successful Year One projects for a combined £3 million were announced in August and September 2016 with a third tranche to follow. Focusing on a wide-range of international markets, including established markets such as the US, Germany, France and the Netherlands, as well as growth markets such as the Middle East, they collectively cover the length and breadth of the regions of England.
In August 2016, Round 2 (Years 2 – 2017/18 – and 3 – 2017/18) of the Fund opened for large-scale collaborative projects. The major bulk of investment will support a series of two-year projects (2017-2019) of a minimum value of £1 million that deliver the required step-change in English bookable tourism product and joined-up collaborative delivery that is crucial to the Discover England Fund’s objectives.
Round 1 – Small-scale projects and pilots to be delivered by March 2017 to test and trial new approaches to product development for international consumers
Round 2 – Large-scale collaborative projects to be delivered over the two year period 2017-2019 and create a step-change in bookable English tourism product for international consumers; plus a small pot available for new 1 year projects and pilots and continuation funding for existing Round 1 projects that can demonstrate early learnings