VisitEngland has launched a £1.2 million advertising campaign to encourage domestic travellers to explore England’s coastal destinations, highlighting outdoor adventures, wildlife, cultural attractions and coastal wellness experiences through autumn and into 2027.
Titled “All on England’s Coast,” the campaign launched in late September and aims to stimulate domestic coastal breaks, increase visitor spending and support tourism businesses and coastal communities.
The initiative promotes a range of experiences beyond traditional summer beach holidays, including clifftop walks, surfing, kayaking, paddleboarding, wildlife watching and visits to historic coastal towns. It also encourages travellers to discover England’s coastline during the autumn and winter seasons.
The South West, comprising Devon, Dorset, Somerset and Cornwall, features as the campaign’s “Outdoor Coast.” Visitors can explore Cornwall’s Atlantic beaches, kayak along Devon’s coastline and walk sections of the South West Coast Path. The Jurassic Coast, spanning Dorset and East Devon, offers opportunities to experience coastal scenery and geological landmarks.
The campaign also highlights the North East and Yorkshire as the “Historic Coast,” where maritime heritage, historic landmarks, fishing villages and coastal walking routes attract visitors. Meanwhile, the East of England’s “Nature Coast” promotes wildlife-rich landscapes, birdwatching, nature walks and coastal waterways across Essex, Suffolk, Norfolk and Lincolnshire.
Two further themed areas complete the campaign. The North West’s “Classic Coast” showcases traditional seaside destinations across Lancashire, Southport, Wirral and Cumbria, while the South East’s “Creative Coast” highlights arts, culture, local produce and coastal wellbeing experiences in Sussex, Hampshire, the Isle of Wight and Kent.
The campaign comes amid challenges for domestic coastal tourism. According to research cited by VisitEngland, domestic coastal breaks have declined by 18% year-on-year, with travellers also taking shorter trips, booking closer to departure and spending less.
VisitEngland Director Andrew Stokes said the campaign aims to inspire more people to book coastal breaks, discover new destinations and support local economies. He highlighted the range of experiences available across England’s coastline, from outdoor activities and wildlife encounters to heritage, culture and food.
Through its regional themes and focus on year-round experiences, “All on England’s Coast” seeks to strengthen domestic tourism, encourage seasonal travel and increase economic opportunities for businesses in coastal communities.
