VisitEngland’s ‘Growing Tourism Locally’ project exceeds job generation and tourism spend

Published on : Tuesday, February 9, 2016

VisitEnglandBath Tourism Plus, Bath’s official destination marketing organisation, today revealed the next set of results from the ‘Growing Tourism Locally’ campaign, showing that its recent marketing campaigns have generated an additional £101 million in tourism spend and created nearly 1900 jobs in the local area.


Figures include results from marketing campaigns that took place over winter and autumn 2014/15 aimed at inspiring UK residents to take more holidays at home and to create jobs within the local tourism sector.


David James, Chief Executive of Bath Tourism Plus, says: “We are pleased to report the final results, which shows that Bath Tourism Plus’s campaign activity has generated £101,023,858 in incremental visitor expenditure, equating to 1,883 tourism jobs. This staggering set of results has far exceeded overall targets and expectations.


With the trend for staycations remaining strong, we know that Bath has a rich heritage, which makes it a fantastic city break destination that combines history, contemporary culture, a fantastic retail offer and world-class tourist attractions.”


VisitEngland also revealed the overall results for this three-year project, which has generated a total of £1.05bn additional tourism spend and created a record number of 19,490 additional jobs for the sector. The project, aimed at inspiring UK residents to take more holidays at home and to create jobs in the tourism sector, has now exceeded the three year target of 9,139 jobs and overall £419 million additional tourism spend figure.


Lady Cobham CBE, Chairman of VisitEngland Advisory Board explains: “It is fantastic to see the results of the ‘Growing Tourism Locally’ campaign which is aimed at driving growth, by encouraging Brits to book a short break at home in one of the many wonderful destinations on offer across England. The results speak for themselves – generating over £1bn in additional tourism spend and creating 19,490 jobs. A brilliant result; promoting England as a world-class holiday destination.”


The Growing Tourism Locally project was funded by £19.8m from the Government’s Regional Growth Fund (RGF) and with a total investment of £41.6m including contributions from VisitEngland and the private sector.


These latest final figures include the results of marketing campaigns that took place in autumn and winter 2014/15 across Bath and surrounding area as well as a Short Breaks campaign across Cumbria, York and Derbyshire promoting a growing food and drink offering.


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