The Northern Tourism Growth Fund
Northern Tourism Growth Fund (NTGF) aimed to promote the North of England through a programme of business visits and events, consumer leisure marketing, press and PR, and travel trade activities.
Consisting of a core £10m funding from central Government and £10 million estimated match funding from partners in the public and private sectors, the NTGF aims to change perceptions of the North - Yorkshire and Humberside, North West and North East - and grow leisure and business visitors.
A wide range of activity is now live across target markets, USA, Australia/New Zealand, Netherlands, Germany and China. Examples include a consumer campaign in partnership with Hainan Airlines featuring radio adverts and outdoor highlighting destinations in the North of England accessible thanks to the new Beijing-Manchester flights.
Meanwhile, in Australia, in partnership with the leading digital outlet traveller.com.au, a series of articles spotlight cultural experiences, famous movie locations, gastronomic journeys, historic sites and literary journeys.
Media from Germany and Australia visited locations in Yorkshire, Manchester and Lancashire in March plus Tempo Holidays in Australia have introduced a new North of England product.
