Discover England Fund Year 2 Pilot Projects

A small number of new pilot projects up to £500K will be awarded and delivered in year two. These will test and trial approaches to product development, build knowledge and generate good practice to share widely across the tourism industry. Applications are now closed for year two pilot projects.

Awarded projects

    The following projects are awarded up to £500,000. These are:

    An old fashioned ship with riggingConnections, led by Destination Plymouth 

    The Connections project will produce a series of new, immersive, bookable English-themed visitor experiences specifically for the American market, encouraging visitors to explore England beyond London. Based on market testing and insights, product will be developed around themes with significant appeal to US visitors, such as Magna Carta and the rule of law, the  Mayflower, Virginia and early American colonisation, WW2, US military and the ‘special relationship’. The project will also showcase the best of England’s culture and heritage through the development of a broad range of guided touring experiences and will be sold in the US via tour operators and travel agents.

    a scientific jet plane on display in a museumBrilliant Science led by Marketing Cheshire 

    This project will extend the visits of delegates attending scientific conferences in Manchester with regional science tours. Thematic itineraries and packages to suit different interests such as engineering, life science and science heritage, and delegates with varied needs such as single delegates or those travelling with families. These will be sold through universities and associations.


    A row of faces created by an artistCulture Coasting, led by Visit Kent

    Culture Coasting, which is also National Lottery match-funded by the Arts Council England through the Cultural Destinations Programme, will target visitors from Northern France and the Netherlands with bookable art trails along the South East coast of England, celebrating established galleries as well as the unique art of the surrounding communities. The itineraries will include visits to famous galleries, artists’ talks, studio tours, unique accommodation, special events and art classes, as well as a brand new ‘treasure hunt’ of specially commissioned art using geocaching.

    A man in Shakespeare costume entertaining visitorsCreating England’s Literary Legends, led by Visit Nottinghamshire

    This project will target the US travel trade with literary-themed bookable itineraries based in three locations, Nottinghamshire, Hampshire and Shakespeare’s England and will work with appropriate local attractions such as Newstead Abbey and the Jane Austen House Museum. In addition the US travel trade press will be invited to attend familiarisation trips to sample the itineraries and the resulting feedback will be shared with other destinations with a literary tourism offer.


    a busy town center with a fountain in the center in front of an old sandy brick buildingAdrenaline Fuelled City Breaks led by Marketing Sheffield

    Tapping into the emerging market for adrenaline breaks, this project uses the ease of access to Sheffield from Northern Europe (by air, car, ferry or train) to target young active explorers from Germany, the Netherlands, and the Nordics.  ‘Adrenaline fuelled city breaks’ will allow visitors to book accommodation, food and drink options, night-life choices and adventure sports activities based on their personal preferences for breaks of up to three nights.


    The following projects have been awarded up to £250,000 (and are 20% match-funded). These are:

    a crowd watch a parade of houses and carriages at Ascot RacecourseRoyal Racecourses – The Sport of Kings

    Cheshire West and Chester Council are creating experience-led itineraries for visitors from China and the Middle East, incorporating world-famous race-courses (Ascot, Newmarket, York and Chester) with luxury accommodation offers, in heritage locations.



    Young people jumping on top of a cliff with the background of the seaContiki, the youth travel company

    Contiki is developing new packages for 18-35 year olds targeting visitors from Asia, Australia, Canada, Europe, New Zealand, South Africa and USA. These will include iconic landmarks, heritage locations and accommodation.




    Chef's hands preparing breakfastCreating English City Food Hubs

    Destination Bristol is trialling an urban ‘food and drink hub’ concept to promote the area’s growing reputation as a destination for produce. The template will be rolled out to other urban areas.