The two successful large-scale projects, worth up to £1 million each, will enhance England’s competitive tourism offer and target visitors from China, France, Germany, the Gulf Cooperation Council (GCC), India and the Netherlands.
VisitEngland Chief Executive Sally Balcombe said:
“The Discover England Fund has already delivered exciting new tourism products and these winning bids add to our ambitious plans for tourism in England. Innovative projects such as these, with twin centre holidays and off the beaten track food and garden trails, showcase aspects of England in exciting new ways, getting visitors exploring more of the country.”
The successful projects follow the 36 bids that have secured funding to date from the Discover England Fund.
The two successful applicants announced today are listed below.
Experience England, led by London & Partners in partnership with Marketing Manchester and the West Midlands Growth Company
This project will create and promote a new England tourism experience, making it easier for first time visitors from China, India and the GCC to visit London and discover other parts of England as part of the same holiday. Experience England offers a variety of iconic, immersive itineraries spanning cities and countryside and enabling visitors to discover real icons of England and the real English way of life. The project will remove barriers to multi-destination travel and will include open jaw-ticketing, travel between destinations and seamless baggage transfer. Visitors will depart from a different English city to the one they entered ensuring minimal travel and maximum holiday time.
The Gourmet Garden Trails of England, led by Go To Places
Go To Places will take visitors from Germany and The Netherlands on a sensory journey as they explore new tourist trails through England’s gardens and gourmet sites. Building on a successful Discover England Funded year one pilot, the project will package beautiful accommodation, artisanal food and drink locations, courses, winery and brewery tours and English garden attractions, and allow visitors to explore locally-grown produce and new rural experiences in England’s countryside.
The three-year £40 million Discover England Fund, which runs from 2016-19, improves England’s competitive tourism offer by building world-class, bookable tourism products and getting them to the right international customers at the right time, benefitting the domestic market and making it easier to explore the country. In Years 2 and 3, the fund is supporting destination-led collaborative bids worth more than £1million, and a series of pilots. It continues to fund existing Year One projects that demonstrated early success.
For more information about the Discover England Fund go to: https://www.visitbritain.org/discover-england-fund