Million-pound marketing fund announced for York tourism (From York Press)

Million-pound marketing fund announced for York tourism

6:09pm Thursday 23rd August 2012 in News By Julie Hayes, Business editor

TOURISM agency, Visit York, will receive £666,666 from the Government’s Regional Growth Fund as part of a new three-year partnership project, coordinated by the national tourist board VisitEngland.

The investment project called ‘Growing Tourism Locally’, aims to inspire more Britons to holiday in England and will deliver a series of campaigns across the country.

The funds will be boosted by other partners, including East Coast Rail and City of York Council , to a new £1 million pound campaign over three years.

Visit York’s campaign aims to boost the local economy by 5 per cent, an estimated £22 million over the three years, creating an estimated 391 new jobs. UK-wide, the project is expected to generate £365 million in additional tourism spend and create 9,100 additional jobs.

Visit York will receive £160,000 in the first year, which will fund a UK wide campaign targeting visitors from London, the South East, Midlands and Scotland. The first wave of activity will persuade visitors to choose York for a winter break between November and March, boosting revenue to the city in the off peak season.

Gillian Cruddas, chief executive of Visit York, said: "As a tourism agency, we have worked for over 25 years to promote our great city to the rest of the UK and we are now recognised globally as a world class destination. The RGF funding is a major coup for York and will enable us to take this awareness to the next level and inspire UK holidaymakers to choose York."

James Berresford, chief executive of VisitEngland, said: “The RGF money is a huge boost for tourism in England. This project enables our public and private sector partners to work together to stimulate tourism and ultimately grow jobs throughout the country with particular emphasis on some local areas. This is a great time to launch and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”

Details of the new campaign will be released shortly but will include online marketing, outdoor advertising and dedicated public relations.

Themes will focus on what England is most loved for including heritage, coastal, countryside, and culture including sport and literature.