Northumberland Tourism

Northumberland's Destination Management Organisation

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Delivering the Discover England Fund

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VisitBritain/VisitEngland Annual Review 2017/18



In 2017/18 the country entered round two of the Discover England Fund, a three-year £40 million fund to deliver world-class, bookable tourism products to the right customers at the right time.

The Fund supports the growth of one of England’s most successful export industries, inbound tourism, and this year our major focus has been driving forward the set-up and delivery for Years 2 and 3 of the fund, undertaking extensive product development research and providing the new products and experiences with routes to market through our international activity.
Building bookable English products to attract the visitors of the future

To date, the Fund has supported 56 projects, of which 14 are large-scale (worth between £500,000 - £1.2 million in value). 22 projects were launched this year with 12 receiving funding in excess of £1 million.

To increase the competitiveness of England’s tourism offer, domestically and internationally, and drive tourism growth across the regions of England, every project supported has been created with the purpose of bringing innovative solutions and products to England’s tourism market which appeal to an international audience. Some of the latest products announced include:

-    Experience England - immersive itineraries to help inbound visitors from India, GCC, and China discover life outside London
-    Growing Manchester as an international gateway to the North – helping visitors from the US discover more of the North of England
-    Undiscovered England – targeting visitors from Australia, Canada, India, New Zealand and the US, this product will develop off-the-beaten tours and experiences showcasing lesser known parts of England
  -  Uncover Cotswolds – creating tours focusing on authentic local experiences, in an easily bookable format for tour operators


The Fund delivery has been underpinned by a robust programme of research and insights to identify the needs and interests of our target markets ­– helping the industry to understand visitors, gaps in the market and the changes in demand.

Some of the studies undertaken to inform the activity of the fund has included:

    Market opportunity reports for 14 large scale projects to aid project positioning in the early stages of the delivery
    Research into the international travel trade, concept testing large-scale projects amongst key travel trade partners
    International market-level analysis for key activities and themes looking at demographics, attitudes towards holidaying in England and market preferences
    Research on outdoor activities that appeal to visitors from the US, France, Germany, Netherlands and the UK
    Research on business events looking at motivations and barriers; and delegate expenditure
    Inbound analysis and future trends including inbound day trip analysis; destination summary reports and identification of future trends

Watch the highlights from the VisitBritain/VisitEngland Annual Review 2017-2018

Northumberland Tourism is helping support with the delivery of the following projects: National Trails, National Parks Experience Collection, England's Coast, Seafood Coast, Explorers Way

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