England Unveils Powerful Coastal Tourism Revival Campaign To Drive Seaside Escapes And Boost Visitor Spending Into 2027

England’s coastline is set to be the focus of a major national tourism campaign to encourage people to holiday in England in the late 2026 and 2027 season. The aim is to get people to visit the coast to spend money in local businesses.

The campaign, launched by VisitEngland, is designed to showcase the wide variety of experiences available along England’s shores, from outdoor adventures and wildlife exploration to heritage attractions, local food experiences and traditional seaside holidays.

Named ‘All on England’s Coast’, the nationwide initiative focuses on transforming perceptions of coastal breaks and encouraging travellers to choose England’s seaside destinations for short escapes and longer holidays throughout the year.

The campaign comes at a crucial time for coastal tourism, with recent VisitEngland research showing that domestic coastal breaks have declined by 18% compared with the previous year. Travellers are also increasingly choosing shorter holidays, making bookings closer to departure dates and reducing overall spending during trips.

VisitEngland is aiming to address this shift by highlighting the value, variety and accessibility of England’s coastal destinations while encouraging visitors to explore more regions beyond the traditional summer holiday season.

The tourism body estimates that redirecting only 10% of spending currently allocated to overseas travel towards domestic holidays could contribute an additional £8 billion to the UK economy, creating significant opportunities for local tourism businesses.

Five Coastal Experiences Showcase The Diversity Of England’s Shoreline

The ‘All on England’s Coast’ campaign divides England’s coastline into five themed coastal clusters, each representing a different type of visitor experience.

The approach aims to demonstrate that England’s coastline offers far more than traditional seaside holidays, with destinations providing opportunities for nature tourism, adventure travel, cultural exploration and wellness escapes.

The five coastal themes include the Classic Coast, Historic Coast, Creative Coast, Nature Coast and Outdoor Coast, each highlighting unique destinations and experiences across different regions.

The Classic Coast focuses on nostalgic seaside experiences in the North West, promoting destinations known for traditional coastal attractions, family-friendly activities and convenient short breaks.

The Historic Coast highlights the North East and Yorkshire coastline, showcasing maritime heritage, historic communities, cultural landmarks and dramatic walking routes that connect visitors with England’s coastal past.

The Creative Coast in the South East presents coastal towns through the lens of food, wine, artistic communities and wellbeing experiences, encouraging visitors to discover destinations known for creativity and coastal lifestyles.

The Nature Coast in eastern England focuses on wildlife, waterways and environmentally rich landscapes, promoting quieter coastal destinations where visitors can experience nature and outdoor relaxation.

Meanwhile, the Outdoor Coast in the South West highlights coastal adventures, seasonal cuisine, wellness activities and opportunities for exploration across some of England’s most scenic landscapes.

Through these five themes, the campaign aims to show travellers that every part of England’s coastline offers a different story, experience and reason to visit.

New Campaign Targets Autumn And Winter Coastal Travel Growth

The first stage of the advertising campaign will run from 28 September until 1 November before returning between February and March 2027.

The campaign will appear across multiple platforms, including radio, podcasts, social media channels and digital advertising, reaching audiences across England with inspirational content designed to encourage bookings.

VisitEngland is also working with commercial partners through a match-funded approach to help convert campaign awareness into actual travel bookings.

The timing of the campaign reflects a wider effort to strengthen coastal tourism beyond the peak summer season. By promoting autumn and winter breaks, the initiative aims to support businesses that often experience lower visitor numbers outside traditional holiday periods.

Coastal destinations across England rely heavily on tourism activity, with visitor spending supporting accommodation providers, restaurants, attractions, transport services and independent businesses located in seaside communities.

The campaign is therefore positioned as both a marketing initiative and an economic support measure for coastal areas.

England’s Coastline Becomes A Key Tourism Growth Opportunity

England’s coastal destinations remain among the country’s most important tourism assets, offering a combination of natural landscapes, cultural attractions and local experiences.

From walking trails along dramatic cliffs and wildlife-rich coastal habitats to historic harbours, seafood destinations and traditional seaside towns, the campaign aims to highlight the breadth of experiences available to domestic travellers.

The initiative is also designed to encourage families and younger travellers to consider coastal destinations for different types of trips, including weekend breaks, adventure holidays and seasonal escapes.

VisitEngland is collaborating with Local Visitor Economy Partnerships (LVEPs), tourism organisations and businesses across coastal regions to ensure the campaign reflects the experiences available in different communities.

Tourism operators, attractions and destination organisations are being encouraged to participate by using campaign materials and adapting promotional content to highlight their own coastal experiences.

A dedicated campaign section provides tourism businesses with access to marketing assets that can be shared across digital platforms and social media channels using the campaign hashtag #AllOnTheCoast.

Coastal Tourism Support Forms Part Of Wider 2026 Strategy

The latest campaign builds on VisitEngland’s wider focus on strengthening coastal tourism during 2026.

Earlier activity included a pilot initiative focused on England’s North West coast, developed with travel platform Tripadvisor to encourage domestic visits to coastal destinations in the region.

Another industry-led initiative promoted coastal experiences ahead of the summer season, encouraging tourism businesses and destinations to showcase the variety of attractions available along England’s shoreline.

The new national campaign expands this approach by bringing together coastal destinations from across England under one unified message.

By creating stronger awareness of different coastal experiences, VisitEngland aims to encourage visitors to explore destinations they may not have previously considered.

Coastal Tourism Plays A Major Role In England’s Economy

Tourism continues to represent one of England’s largest economic sectors, supporting more than two million jobs and providing vital income for thousands of businesses.

The industry contributes approximately £127 billion annually to the economy, with coastal tourism forming an important part of this wider travel ecosystem.

Seaside communities depend heavily on tourism spending, particularly through accommodation, hospitality, attractions, retail and local experiences.

The ‘All on England’s Coast’ campaign seeks to strengthen this contribution by encouraging more people to discover England’s coastline throughout the year rather than limiting visits to the traditional summer period.

With changing travel patterns, shorter domestic trips and increased competition from overseas destinations, the campaign represents a major effort to keep England’s coastal destinations visible and attractive to travellers.

By promoting everything from heritage and nature to food, adventure and relaxation, VisitEngland is positioning the coastline as a year-round tourism destination capable of offering experiences for different travellers, budgets and interests.