Join our domestic campaign to showcase your coastal destinations this summer

Introducing ‘My coast has the most…’ 

We’re launching the latest phase of our domestic coastal campaign with a national, industry‑led activation: ‘My coast has the most…’ showcasing why England’s coast is worth discovering this summer. 

This phase puts industry, communities and local voices at the heart of the campaign, asking partners across England to share what makes their stretch of coastline special and inviting more people to come and experience it for themselves. 

Running from 29 June to 5 July, the activation will create a coordinated, nationwide drumbeat of social content in the run-up to the summer holidays celebrating people,  places and stories from across England’s coast. 

The ‘My coast has the most’ campaign is asking for voices from across the tourism industry including LVEPs, attractions, accommodation providers, hospitality and more - as well as from Mayors, local authorities, MPs, local communities and businesses - to take part in a nationwide social media activation, sharing short videos that celebrate what makes their local coast special and inspiring people to visit this summer and beyond.

By bringing together hundreds of voices from across England, the campaign creates a nationwide expression of local pride, showing that every stretch of coastline offers something distinctive. 

We’ll also be creating our own content and amplifying standout content across our national channels, extending reach and highlighting the diversity and quality of coastal experiences on offer.  

Campaign themes  

We invite you to create content rooted in three  themes, reflecting the breadth of England’s coastal offer: 

• Places to be proud of: Highlighting hidden gems, food & drink, standout experiences & attractions, and affordable & accessible coastal locations that visitors may not yet have discovered. 
• Stories to be proud of: Bring to life the heritage, culture and unique narratives that make each coastline distinctive.  
• People to be proud of: Celebrate the individuals and communities who give coastal destinations their character, from local makers to hospitality teams and creators. 

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? 

As part of the campaign, we encourage partners to showcase England’s coast in a way that supports sustainable, year-round tourism by: 

• Promoting a range of locations, including lesser-known areas 
• Encouraging off-peak visits and alternative experiences 
• Avoiding promotion of locations already at capacity 
• Protecting natural environments and local communities 
• This industry led campaign will support and amplify the UK Government’s recently announced Great British Summer Savings scheme, cutting the cost of a family day out this summer and supporting businesses. 
• With cost of living concerns the campaign will also be highlighting free or low-cost experiences, attractions and exhibitions and less visited destinations alongside seasonal coastal experiences. 
   

Discover our Seaside Towns tourism research 

To find out more about the UK population’s changing perceptions, motivations, and potential barriers, we have published a report analysing domestic sentiment towards English seaside towns.