This grant stream in Years 2 and 3 (2017-19) of the Discover England Fund aims to develop world-class bookable English tourism products, targeted at the right customers, at the right time and through the right channels.
Partners were invited to come together to apply to develop innovative and exciting projects to achieve the following:
- Develop world-class English tourism products that respond to international customer demand and have the ability to be bookable and distributed through new and existing channels
- Join-up the product offering across large geographies or nationwide through a thematic approach for the benefit of the customer
- Drive a collaborative and partnership approach to delivery across Destination Organisations and LEP boundaries for the longer term
The following projects have been awarded funding for Year 2 and 3:
The Great West Way
The ‘Great West Way’ project, led by destination management organisation VisitWiltshire, is set to transform tourism along a 125-mile route between London and Bristol. The major investment will develop a new touring route and link a package of tailored visitor experiences, including destinations, accommodation, attractions and transport options. The ‘Great West Way’ will make it easier for international visitors to book personalised trips that take in more of the region, boosting tourism along the way.
The ‘Great West Way’ project will receive £1 million over two years from the Discover England Fund (and is 40% match-funded by VisitWiltshire and partners). This follows a successful small-scale pilot funded by Year 1 funding.
Led by the National Coastal Tourism Academy, the 'England's Coast' project will promote the coastline using interactive video technology which allows holidaymakers to create their own coastal itineraries. ‘England’s Coast’ will target German, Dutch and French visitors coming to Britain, and enable them to build personalised itineraries along the North East, South, South West and East coast. It will inspire visitors with a selection of each region's finest coastal locations and activities, allowing them to see destinations and retailers along each route, while also booking accommodation, activities and attractions.
The project will receive £1 million from Year 2 of the Discover England Fund (40% match-funded by the NCTA and partners). This follows on from a successful pilot, the "Coastal Pass", which received funding from Year 1.